Zulily has changed hands once again, as Beyond Inc. announced this week it sold a 75% stake in the ecommerce retailer to Lyons Trading Company, the parent of Proozy.com, for $5 million — a deal that values Zulily at $6.7 million.
The March 17 sale comes just over a year after Beyond scooped up Zulily’s assets for $4.5 million, following the brand’s sudden shutdown in late 2023. The quick turnaround nets Beyond a $500,000 profit. The company describes the sale as part of its strategy to refocus on its core brands — which include Bed Bath & Beyond, Overstock.com, and Buy Buy Baby. Beyond acquired the global rights to the Buy Buy Baby brand for $5 million in February.
Despite the change in ownership, Zulily isn’t going away. The brand will continue to operate under its existing name, with a relaunch of its ecommerce platform planned in the coming months, according to Proozy founder and CEO Jeremy Segal. He said the relaunch will feature enhanced product offerings, faster shipping, and exclusive deals — powered by Proozy’s supply chain expertise.
“Through this acquisition, Proozy will integrate Zulily’s loyal customer base and brand equity,” Segal wrote in a LinkedIn post. “The combined companies will continue to provide high-quality brands at best of web pricing while improving personalization, logistics, and overall customer experience.”
Beyond Inc., which retains a 25% ownership stake in Zulily, ranks No. 68 in Digital Commerce 360’s Top 2000. The database ranks North America’s largest online retailers by annual ecommerce sales. Bed Bath & Beyond previously ranked No. 47 before its bankruptcy in 2023.
Zulily’s ownership journey
With the sale to Lyons Trading Company, Zulily has now changed ownership four times in a little less than 10 years. The once high-flying online retailer was acquired by QVC parent company Liberty Interactive — now Qurate Retail Group — for $2.4 billion in 2015. Qurate, ranked No. 18 in the Top 2000, later sold it to investment firm Regent in May 2023.
Just seven months later, Regent shut down Zulily, following layoffs and “financial instability,” it said. Beyond stepped in to acquire the brand’s intellectual property and brand assets for $4.5 million in March 2024 — and has now sold a majority stake to Lyons Trading Company a year later.
“This sale reflects our commitment to resource optimization, our mandate to delivering profits for our home and family-centric brands, and a focus on our largest growth opportunities as a company,” said Alex Thomas, chief operating officer of Beyond, in a statement.
Despite a soft relaunch in September, Zulily.com is currently offline and redirects visitors to Proozy.com for deals and VIP registration for its upcoming relaunch. Proozy, based in Minnesota, describes itself as an ecommerce flash site “for high-quality apparel, footwear, and accessories at deeply discounted prices.”
A message on Zulily’s website reads, “Proozy is known for delivering unbeatable deals and a seamless shopping experience. With the loyalty of the Zulily customer and the strength of Proozy‘s expertise in the deal space, we have confidence that Proozy will bring you a familiar Zulily shopping experience.”
A message on the Zulily website, shown March 20, 2025, indicates that Proozy has acquired the brand from Beyond.
Beyond sells Zulily stake to focus on core brands
Beyond is still working to turn around its core brands and restore profitability.
In June 2023, Overstock.com purchased the intellectual property of Bed Bath & Beyond out of bankruptcy for $21.5 million and later rebranded itself as Beyond Inc. The retailer transitioned the home goods brand into an online-only model after its physical stores shuttered, relaunching the Bed Bath & Beyond ecommerce site soon after.
Now, Beyond is plotting a return to physical retail, though with a scaled-down approach.
In October 2024, Beyond announced a $25 million investment in Kirkland’s, Inc., as part of a plan to bring Bed Bath & Beyond — and more recently, Buy Buy Baby — products back to physical retail.
As part of the deal, Kirkland’s became Beyond’s exclusive partner for new, smaller-format Bed Bath & Beyond stores, with locations up to 15,000 square feet. In February, Beyond and Kirkland’s finalized the agreement, with Beyond now owning about 40% of Kirkland’s outstanding shares. Kirkland’s, Inc. is No. 609 in the Top 2000.
“We have made significant progress in improving the performance of Bed Bath & Beyond and Overstock.com through sequential margin improvement, improved site experience, vendor consolidation and right-sizing our fixed expenses,” said Adrianne Lee, Beyond’s president and chief financial officer, in a statement. “With the recent acquisition of Buy Buy Baby, we want our team laser focused on our core brands as we march towards profitability.”
Beyond eyes profitability despite 2024 losses
In late February, Beyond — which also relaunched the Overstock.com site a year ago — reported its Q4 and full-year financial results for the fiscal year ended Dec. 31, 2024.
Beyond Q4 2024 highlights:
- Orders delivered: 1.7 million (down 34% year over year)
- Active customers: 5.4 million (down 4%)
- Net revenue: $303.2 million (down 21.1%)
Beyond full-year 2024:
- Net revenue: $1.39 billion (down 10.6%)
- Gross profit: $290.2 million (20.8% of revenue)
- Net loss: $258.8 million
During the earnings call, executive chairman Marcus Lemonis said Beyond does not expect to reach profitability this year, though “it is our goal.”
Lemonis — who was recently appointed as principal executive officer — said Beyond’s investment in Kirkland’s is key to activating Bed Bath & Beyond’s omnichannel strategy, which he believes will help improve vendor relationships and drive incremental revenue.
“We are early in the game,” Lemonis said, “but the game really doesn’t end.”
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