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Overstock Is Now Bed Bath & Beyond, Website Redirects The online furniture retailer announced Overstock will change its name to Bed Bath & Beyond in June.

By Madeline Garfinkle

Key Takeaways

  • Overstock is no more. The website now redirects to Bed Bath & Beyond.
  • This move aims to combine the operational model of Overstock with the established Bed Bath & Beyond brand.

Opinions expressed by Entrepreneur contributors are their own.

Casimiro PT | Shutterstock
Overstock.com will operate under the domain bedbathandbeyond.com.

Despite bankruptcy, liquidation, and final store closures, Bed Bath & Beyond isn't disappearing off the (digital) map.

In June, Overstock announced that it would rename itself Bed, Bath & Beyond following the company's $21.5 million acquisition of its intellectual property and digital assets. Now the change has occurred: Users who visit Overstock.com are redirected to bedbathandbeyond.com.

"Combining the strengths of the Overstock operational model and the Bed Bath & Beyond brand will create a powerful synergy," Overstock CEO Jonathan Johnson said in a statement. "I'm excited for consumers to experience the new Bed Bath and an even bigger and better Beyond."

Overstock began the domain change in Canada before redirecting all visitors of overstock.com to bedbathandbeyond.com in the U.S. on August 1.

Related: Bed Bath & Beyond Is Shuttering Hundreds of Stores — Here Are the Much-Loved Retailers Ready to Move In

Along with the domain change, Overstock's mobile app and rewards programs will also be overhauled. The retailer's "Club O" loyalty program will now be called "Welcome Rewards."

Overstock told the New York Times it was looking to adopt many of the cherished elements of the now-defunct brand into its own, such as Bed Bath & Beyond's wedding registry.

"We will probably have both logos for a little bit, but the goal is to transition as quickly as possible to Bed Bath & Beyond," Johnson told The Times.

Related: Here's What Bed Bath & Beyond's Bankruptcy Really Means for the Future of Retail

Madeline Garfinkle

News Writer

Madeline Garfinkle is a News Writer at Entrepreneur.com. She is a graduate from Syracuse University, and received an MFA from Columbia University. 

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