MURRAY, Utah – Marcus Lemonis this month assumed the title of chief executive officer of Bed Bath & Beyond Inc. He remains executive chairman at the company, which is attempting a comeback, under new ownership and with new stores opening under a slightly different name.
In a letter to stakeholders announcing his new title, Lemonis outlined plans to profoundly broaden the “beyond” component of the company’s name. Plans call for diversification into insurance, finance and artificial intelligence, with the aim of building the “Everything Home Company” that “[serves] the home as a living platform or operating system and the customer as the evolving holder of that asset.”
“This is not a turnaround story,” Lemonis wrote. “It is a rebuild into something structurally better.”
The company’s new vision rests on three pillars: omnichannel retail and commerce; digital, financial, insurance and blockchain services; and beyond home, revolving around “the moments that matter most financially in the home lifecycle, when consumers buy, sell, finance or tokenize, renovate, insure, process title, or unlock liquidity from their homes,” Lemonis wrote in his letter.
Lemonis described home ownership as “the bedrock of the American Dream” and said he wants Bed Bath & Beyond to be associated with making the dream “more achievable, more affordable, and less overwhelming.”
“We are building and investing in capital disciplined, technology-enabled home transaction platforms that guarantee outcomes for consumers while monetizing high-value transactions across both ownership and asset-light models. This pillar also includes targeted investments in modern prefab and modular homebuilders to address the affordable housing opportunity, leveraging trusted design, advanced lead management, and efficient manufacturing. Tying it all together is Beyond Home OS, an AI-powered home operating system that serves as the connective tissue across services, data, and secure transactions, creating a unified, intelligent platform no home-centric company offers today at scale.”
MMR
Founded in New Jersey in 1971, Bed Bath & Beyond filed for bankruptcy in 2023 and shut down all 365 of its stores.
Shortly after the bankruptcy, Overstock.com acquired Bed Bath & Beyond’s intellectual property, changed its name to Beyond Inc. and sold BB&B merchandise online and at more than 100 of Container Store locations. Beyond also owns the Zulily and buybuy Baby brands.
Lemonis began acquiring Beyond shares in mid-2024 and was subsequently named the company’s chairman and CEO. The 52-year-old Lemonis retired as CEO of Camping World Holdings, a leading retailer of recreational vehicles, on January 1. He is a reality-TV veteran and co-owner of the intellectual property behind “Let’s Make Deal,” the television game show created in 1963 and broadcast on CBS since 2009.
Beyond Inc. last year signed a deal with home décor and furnishings retailer Kirkland’s to become Bed Bath & Beyond’s exclusive brick-and-mortar partner and to operate streamlined BB&B stores. Kirkland’s announced its own name change in June, converting to The Brand House Collective. It opened the inaugural Bed Bath & Beyond Home store last August in Nashville, Tenn., and said it planned to have 300 locations in 35 states within the next few years, most in converted Kirkland Home stores.
Beyond is acquiring the Brand House Collective in a deal that’s expected to close this quarter. Amy Sullivan, the Brentwood, Tenn.-based company’s CEO, will lead the newly formed “beyond retail group” division.
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