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Beyond to acquire global Buy Buy Baby rights for $5 million
The deal covers assets including IP, databases, vendor relationships, and content tied to the Buy Buy Baby brand.
Beyond Inc.’s stock rose about 1% early Monday after the parent of Bed Bath & Beyond and Overstock agreed to acquire the global rights to the Buy Buy Baby brand.
According to MarketWatch Pulse, Beyond will pay $5 million to acquire assets associated with the brand, including intellectual property, databases, vendor relationships, and content, and plans to reunite the businesses.
Buy Buy Baby was previously sold to Dream on Me Industries Inc. when Bed Bath & Beyond went bankrupt in 2023, with the brand reopening 11 stores before closing them last October to focus on digital operations.
MarketWatch Pulse reported that the transaction is expected to allow Beyond to bring Buy Buy Baby back under the same umbrella as Bed Bath & Beyond, where Buy Buy Baby was once considered a key asset.