Bed Bath & Beyond bailing out of at least one private label brand

Bed Bath and Beyond hoped its Wild Sage house brand would appeal to young adult consumers.

Union, N.J. – Just a little over a year after its launch, a multi-category house brand Bed Bath & Beyond created to attract young adults is dropping from the mix.

Wild Sage launched in June 2021 ahead of the Back-to-Campus season as a globally inspired lifestyle brand designed for “fashion-forward homes and dorm rooms.” The product range included bedding, bath, furniture, home décor and table linens.

Bed Bath & Beyond confirmed the Wild Sage phase-out to CNBC. Wild Sage was among nine house brands the retailer rolled out between February 2020 and May 2022. The steady stream of fresh labels failed to enthuse shoppers as reflected in waning sales and market share.

In June, newly appointed interim CEO Sue Gove said Bed Bath & Beyond plans to bring more national brands into its assortment. Gustavo Arnal, EVP and CFO, added that that some sub-categories within some brands were over-extended.

The company will provide “much more” information about its merchandising plans when it shares an update on its progress in late August, Gove said during BBB’s July 15 shareholder meeting.

In calls with investors following the ouster of Bed Bath & Beyond president and CEO Mark Tritton in June, the only house brand that has been mentioned as hitting the mark with consumers is Simply Essential – an opening price point brand that launched in early 2021.

See also:

Bed Bath & Beyond interim CEO: “We are working with urgency”

Merchandising alert: Bed Bath & Beyond plans to add more national brands back into the mix

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