---
title: "Kirkland's, a 60-Year-Old Retailer, Is Being Rebranded Into Bed Bath & Beyond"
description: "Kirkland's Home, the home-décor chain founded in Tennessee in 1966, is disappearing as a brand: all 243 of its stores across 35 states are being converted into 'Bed Bath & Beyond Seasonal Living' locations, the latest twist in the afterlife of a fallen big-box name."
category: "Companies"
category_url: https://boursel.com/category/companies
author: "Rafael Ortiz"
published: 2026-06-27T22:43:00.000Z
updated: 2026-06-27T22:43:00.000Z
canonical: https://boursel.com/article/kirklands-a-60-year-old-retailer-is-being-rebranded-into-bed-bath-and-beyond
tags: ["kirklands", "bed-bath-and-beyond", "beyond-inc", "retail", "rebrand"]
---
# Kirkland's, a 60-Year-Old Retailer, Is Being Rebranded Into Bed Bath & Beyond

Kirkland's Home, the home-décor chain founded in Tennessee in 1966, is disappearing as a brand: all 243 of its stores across 35 states are being converted into 'Bed Bath & Beyond Seasonal Living' locations, the latest twist in the afterlife of a fallen big-box name.

A 60-year-old American retail name is being erased — not by a liquidation sale, but by a rebrand. Kirkland's Home, the home-goods chain opened in Jackson, Tennessee in 1966, is converting **all 243 of its stores across 35 states** into "Bed Bath & Beyond Seasonal Living" outlets, [according to Yahoo Finance](https://finance.yahoo.com/small-business/articles/60-old-retailer-closes-over-220027403.html). The lights stay on; the name above the door does not.

## A rebrand, not a shutdown

This is an important distinction in a year full of genuine retail closures. Kirkland's stores are not going dark — they are being remodeled and re-flagged under the Bed Bath & Beyond banner. "While the name above the door is changing, the things you love most are not," the company told customers, per Yahoo Finance, promising "greater selection, better value, stronger pricing." (Some trade coverage suggests a small number of locations will close outright while the rest convert; [Retail Dive reported](https://www.retaildive.com/news/kirklands-convert-all-stores-bed-bath-beyond/760338/) the bulk are being converted over the next two years.)

## How a dead brand came back to swallow a live one

The story runs through one of retail's stranger corporate sagas. **Bed Bath & Beyond**, once a fixture of American strip malls, filed for **Chapter 11 bankruptcy** — the court-supervised process that lets a company try to restructure — in 2023 and shut all its stores. Its brand name was bought out of bankruptcy by the online retailer Overstock.com, which then renamed *itself* Beyond Inc. to capitalize on the better-known name, [Retail Dive reported](https://www.retaildive.com/news/kirklands-convert-all-stores-bed-bath-beyond/760338/).

Beyond Inc. — led by executive chairman **Marcus Lemonis**, the investor and former host of CNBC's "The Profit" — then turned to Kirkland's, itself a struggling chain. Beyond extended Kirkland's financing, took a stake, and acquired the rights to the brand. The corporate merger that folded Kirkland's into Bed Bath & Beyond Inc. closed earlier this year. The result: a brand that died in bankruptcy is being resurrected through the physical stores of the company that tried to save it.

## Why Kirkland's was vulnerable

Kirkland's came to the deal weakened. It had been posting losses and shrinking sales as shoppers shifted home-goods buying online and pulled back on discretionary spending. For a small chain carrying losses, a buyer offering capital and a nationally recognized name was a lifeline — even if the price was its own identity.

## The wider backdrop

The makeover lands in a brutal stretch for brick-and-mortar retail. Industry trackers estimate thousands of U.S. stores will close in 2026, with chains across pharmacy, apparel and specialty retail shutting locations under the weight of post-pandemic leases, cautious consumers and online competition — the very forces that toppled the original Bed Bath & Beyond.

Whether a revived Bed Bath & Beyond, operating out of converted Kirkland's boxes, can succeed where the original failed is the open question. For now, the immediate change is narrower but striking: a six-decade-old brand is being painted over, store by store, with the name of a company that went bankrupt three years ago.

## Sources

- [60-year-old retailer rebrands over 240 locations across 35 states](https://finance.yahoo.com/small-business/articles/60-old-retailer-closes-over-220027403.html)
- [Kirkland's to convert all stores to Bed Bath & Beyond](https://www.retaildive.com/news/kirklands-convert-all-stores-bed-bath-beyond/760338/)