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Dive Brief:
Beyond Inc. has entered an asset purchase agreement to acquire the global rights to the BuyBuy Baby brand for $5 million, the company said Monday. The move reunites the brand with its former corporate parent, Bed Bath & Beyond.
Through a previously announced strategic partnership with Kirkland’s, which operates and licenses Bed Bath & Beyond stores, the move stands to bring BuyBuy Baby-branded merchandise back to physical retail a few months after a failed attempt to resurrect the brand. Under Beyond, the baby brand could be sold at Bed Bath & Beyond stores or once again open stand-alone BuyBuy Baby stores.
As part of the deal, starting in 2026, Beyond will pay a 1% revenue share on e-commerce sales and 0.5% on brick-and-mortar store sales generated by itself, its affiliates, licensees and franchisees at BuyBuy Baby-branded stores and e-commerce platforms. The revenue share also applies to BuyBuy Baby-branded merchandise sold in other stores and e-commerce platforms.