Beyond Partners with X to Build Up its Growing Slate of Brands

Beyond, Inc. — parent company of the newly relaunched Overstock.com as well as Bed Bath & Beyond and Zulily — has entered a long-term strategic partnership with X even as other advertisers flee the scandal-plagued social media platform. Beyond was formed following Overstock’s June 2023 acquisition of Bed Bath & Beyond, followed by its March 2024 purchase of defunct flash sale site Zulily.

Beyond’s wide-reaching partnership with X will include custom short- and long-form lifestyle content as well as the development of customer acquisition and retention strategies for its burgeoning slate of off-price digital brands. The agreement also includes plans to spotlight Beyond’s brands during “key tent-pole events and holidays” as well as developing targeted commerce campaigns with the potential for “shopping integrations” down the line.

“We are thrilled to be an integrated partner with X as they help us engage more effectively across their 100 million-plus U.S. users with both creative content and brand-specific promotional messaging,” said Marcus Lemonis, newly appointed Executive Chairman of the Beyond, Inc. board of directors in a statement. “We recognize the power of the X platform and level of engagement users have with it.”