In hindsight it looks so obvious. For just $21.5 million, Overstock.com got one of the best brand names in the home furnishings retail space, plus at least 10 million new customer names and contact information, an incredible bargain in the database world. So, it is quickly converting its own websites to the new name as well as changing over its customer loyalty program to the one used by its new acquisition. And yes, it didn’t buy any physical assets like stores or employees or inventory or, heaven forbid, obligations for severance or pensions. It’s the way these things work and while it leaves thousands of people about to be jobless, investors holding worthless stock and vendors trying to collect on unpaid bills, for Overstock it’s a smart move…very smart.
Here’s why Overstock’s purchase of Bed Bath & Beyond makes it the Retailer of the Week: https://retaileroftheweek.com/
WarrensReport 
Hi Warren,
Belated note that is was great to see you in Chicago which seems like it was a year ago instead of a few months. Lots happening in the retail world and I’m always curious to hear your thoughts on what is going on.
For one of the first times in recent memory I don’t fully agree with your assessment of a marketplace event. (I guess it had to happen sooner or later.) While I agree that the Overstock acquisition of the BB&B intellectual property and other assets was a very good buy for $21M, the decision to convert to the Bed Bath & Beyond name is not a wonderful choice. Was “Rusted-out Shell of it’s Former Self” taken? I read where Overstock CEO Jonathan Johnson (you can call me Jonny, or you can call me JJ …..) hired a research firm to tell him that the BB&B name was still valuable. One of the top 5 they said. I would love to have seen this research!
Now there’s no doubt that the Overstock name had to go. BUT, this was a chance to create something new and exciting, and I think that a new brand image would attract a whole bunch of curious shoppers. Attaching your company to a name that now has as many negatives as your current name is a mistake in my humble opinion.
And of course the coupons are the 600 lb gorilla in the room. How they deal with that will be interesting. A new brand identity could have avoided all that.
Anyway, that’s my 2 cents. Btw, heading to Ohio in a few weeks to see our grand babies and planning to take a day trip to see Leon and Lulu in Michigan. I remember your podcast episode with MaryLiz and looking forward to seeing her store.
Best regards, Jim
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Agreed 100%
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Hi Jim, thanks for your take on this. You could be right on the non-value of the BBB name. I do believe it still has some equity with shoppers, the trashing it’s taken has been more among us in the trade than shoppers with a fistful of coupons looking for spatulas and pillowcases. I question whether Overstock has the expertise to get this right, they have not proven they are a good retailer yet in my mind. In any case, keeps the BBB drama alive…and gives me something to keep writing about too.
Enjoy the grandkids, much more important than all of this nonsense. Say hi to Mary Liz, trying to remember if you know her. If you don’t, be glad to do an intro so she’s there to give you a tour. Just let me know…take care, warren
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Jim, insightful as always! I agree with your observations on this. Just like the movies, a sequel is always perceived as a safer bet than a brand new concept.
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