Beyond Completes Overstock.com Revival with Revamped Website, New Categories
Beyond, Inc. — owner of the Overstock, Bed Bath & Beyond and Zulily brands — is celebrating the successful resurrection of Overstock.com with a “Grand Reopening,” featuring a new look and feel for the website and a revamped product assortment.
The standalone Overstock site was relaunched in March 2024, after the original site had been rechristened with the Bed Bath & Beyond name when that retailer was acquired out of bankruptcy in 2023. But following a major executive overhaul earlier this year that included the installation of Marcus Lemonis as Executive Chairman, the company quickly rejiggered its plans. In fact, Lemonis went so far as to call dropping the Overstock name a “fatal mistake.”
While Beyond initially said it would bring back Overstock by September of this year, that plan was accelerated, culminating in an initial, bare-bones relaunch in March. Now the Overstock site is in its more final form — hence the “Grand Reopening” — with a new design and, more importantly, a revised product lineup that serves the company’s larger goal of having Overstock and Bed Bath & Beyond complement, but not compete, with one another.
Bed Bath & Beyond’s assortment is being returned “to its historical categories but being enhanced with room-specific furniture sold as an understandable adjacency,” shared Lemonis on the company’s Q1 2024 earnings call in May 2023. Overstock will return to selling items that aren’t endemic to the BB&B brand, with a focus on furniture so that “both brands can thrive separately while complementing each other,” he said.
“As you visit the site today, it’s clear that we’re not just rebuilding legacy Overstock, but expanding the total offering into the vast white space that exists through categories including excess and distressed inventory,” said Dave Nielsen, President of Beyond, Inc. in a statement. “I am encouraged by our accelerating revenue run-rate in our first 90 days and see growth potential.”
The new Overstock lineup features closeouts, liquidation, factory direct and reverse logistics merchandise. Plans for the site include expansion into categories such as indoor and outdoor furniture, apparel and footwear, rugs, decor, lighting, jewelry and watches, sports and entertainment collectibles, home improvement, luggage, storage and organization, kids and baby, and pet.
“It is our plan to ultimately penetrate multiple industries where we know there is a tremendous need to bring buyers and sellers together for a true win-win,” said Lemonis in a statement. “We believe that our company can be an online leader, helping manufacturers, retailers, distributors and lenders solve complex inventory problems in order to generate cash and improve their own profitability while creating a frequently visited, value-centric destination for consumers. This isn’t just about relaunching Overstock, but rather reimagining its significant possibilities. We will continue to establish partnerships and joint ventures to create product and deal flow, as well as unique ways to monetize the Overstock brand.”
