As Overstock rechristens itself as Bed Bath & Beyond in a bid to strengthen sales, executives at the company want to distance the new brand from its namesake's failures, CEO Jonathan Johnson said in an interview with CBS MoneyWatch.
in a bid to strengthen sales, executives at the company want to distance the new brand from its namesake's failures, CEO Jonathan Johnson said in an interview with CBS MoneyWatch. , Overstock plans to relaunch the U.S. version its website under Bed Bath & Beyond's banner in"late July or early August," according to Johnson. The"revamped" website will debut alongside an updated mobile app and loyalty program.
The company's executives began eying an acquisition of Bed Bath & Beyond's brand three years ago, citing similarities between the businesses' customer bases."We loved the brand, hated the business model," Johnson said."Like all the [other] brick-and-mortars, their digital game was there, but it was not A-plus."
The acquisition could boost Overstock's sagging sales. The company's stock has risen roughly 45% since it won Bed Bath & Beyond's assets on June 22. The new Bed Bath & Beyond will also be less reliant on coupons, Johnson said, a change for many of the chain's loyal customers.
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