Salt Lake City-based Beyond Inc., owner of the Bed Bath & Beyond and Overstock brands, has announced that it has entered into an asset purchase agreement with BBBY Acquisition Co. LLC to acquire the global rights of the Buy Buy Baby brand. The purchase price of $5 million includes assets, databases, domains, intellectual property, vendor relationships and content related to Buy Buy Baby, Beyond said in a release.
“Bed Bath & Beyond and Buy Buy Baby have historically been synonymous with supporting families, their homes and all of life’s milestones,” said Marcus Lemonis, executive chairman of Beyond. “Our goal is to go beyond the traditional omnichannel mindset, focusing on the Please log in to see the rest of this story.
