Beyond, Inc.’s evolving portfolio of names means Kirkland’s will rebrand. Going forward, the retail chain will be rechristened as The Brand House Collective, Inc.
Amy Sullivan, the CEO at Kirkland’s, said the switch is more than just a name change; it’s a declaration. And it follows the May announcement that Beyond would acquire Kirkland’s intellectual property for $5.2 million.
Beyond Inc. ranks No. 68 in the Top 2000 Database. Before the acquisition, Kirkland’s ranked No. 609. The Digital Commerce 360 database ranks North America’s largest online retailers by their annual ecommerce sales. Digital Commerce 360 projects that Beyond’s total online sales in 2025 will reach $1.34 billion.
Kirkland’s rebrands itself as The Brand House Collective
The Brand House Collective logo | Image credit: Kirklands, Inc.
“This is a defining moment for our Company,” Sullivan stated. “As we transition into The Brand House Collective, we are building a team that reflects the future we’re creating — bold, customer-focused, and rooted in merchant excellence. As we move forward, we will continue to strengthen our bench with the talent needed to drive performance, profitability, and long-term growth.”
The step is the latest in an intricate and complex partnership that saw Beyond initially invest in Kirkland’s before ultimately acquiring its intellectual property outright. It joined a portfolio that already included Bed Bath & Beyond, Buy Buy Baby and Overstock.
Kirkland’s will remain an independent company with its own board of directors. The name change is scheduled to be put up for a vote before shareholders at the company’s annual meeting on July 24.
Beyond’s growing family of brands
At the time of the May announcement, Marcus Lemonis, executive chairman and principal executive officer at Beyond, heralded the collaboration.
“Our expanded investment in Kirkland’s represents another step in our vision to create a family of trusted, iconic brands that serve customers where they are, both online and in local communities,” he said.
In detailing the name change, Kirkland’s also announced that it would accelerate plans for the relaunch of physical Bed Bath & Beyond stores, with the first one planned to open in Brentwood, Tennessee, in August 2025. Five more are slated to follow. Kirkland’s cited the proximity to its headquarters as the reason for choosing Nashville to test the relaunch.
Branding experts have mixed opinions about the move, which has seen several brand names “resurrected” after being declared bankrupt and shelved.
“The umbrella brand could be helpful to connect these ‘sister brands,’ but the name sounds very generic, unfortunately,” said Reilly Newman, brand strategist at the studio Motif Brands. Newman noted that in 2023, Overstock acquired the rights to the Bed Bath & Beyond out of bankruptcy. The brand then joined Overstock under Beyond ownership.
Why rebrand as The Brand House Collective?
Newman said the change to The Brand House Collective is theoretically sound but requires proper strategic execution and understanding of the brand naming to succeed.
Still, some businesses-to-business net positives could come out of the rebrand.
“From a B2B standpoint, The Brand House Collective would be able to simplify operations by having combined resources and achieving economies of scale,” said Lucia Lu, senior consultant at the branding advisory company Nextpins.
She added that the rebranding would give the entities better buying power, enhanced logistics and better partnerships.
“This would be possible on condition that the brands manage to maintain their identities but enjoy the umbrella for synergy benefits,” Lu said. “Without adequate communication of benefits to customers as well as partners, these benefits stand to be derailed.”
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