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Beyond to acquire Buy Buy Baby brand rights, reunite with Bed Bath unit
Beyond will pay $5 million for assets tied to the Buy Buy Baby brand, including IP, databases, vendor relationships, and content.
Beyond Inc. said it agreed to acquire the global rights to the Buy Buy Baby brand and reunite it with the Bed Bath & Beyond business. MarketWatch Pulse reports the company also expects the deal to help bring together the brands after the Buy Buy Baby unit changed hands following Bed Bath & Beyond's bankruptcy.
Under the agreement, Beyond will pay $5 million to acquire assets and related capabilities tied to Buy Buy Baby, including databases, intellectual property, vendor relationships, and content. Beyond said its stock rose about 1% early Monday amid the announcement.
Buy Buy Baby was previously sold to a vendor called Dream on Me Industries Inc. when Bed Bath & Beyond went bankrupt in 2023. The retailer later reopened 11 stores, but then closed them in October to focus on its digital business, according to MarketWatch Pulse.