E-commerce home goods retailer Overstock.com will no longer go by its eponymous name online and will instead move under the Bed Bath & Beyond domain name in the coming weeks after acquiring the bankrupt rival’s intellectual property, Overstock announced Wednesday. It will relaunch the Bed Bath & Beyond website in Canada within the next week, followed by a rollout of a website, mobile app and loyalty program in the U.S. “weeks later.” Overstock announced the moves as it completed its $21.5 million acquisition of Bed Bath & Beyond’s intellectual property and digital assets.
Total Retail’s Take: In a somewhat surprising move, Overstock.com will be jettisoning its existing website domain name in favor of Bed Bath & Beyond’s. The online home goods retailer is banking on the well-known Bed Bath & Beyond brand name, which it acquired along with other intellectual property and digital assets. Relaunching the Bed Bath & Beyond website in Canada first would appear to be a way to ease into the transition, working out any issues before introducing in the larger U.S. market.
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