Buy Buy Baby Is Back: Online Relaunch Is Coming in May

Weeks after Beyond acquired Buy Buy Baby, the company is preparing to relaunch the brand online ahead of Mother’s Day 2025.

The brand’s website has been live since Beyond announced its deal to acquire it in February. The May event, which Beyond is calling “Baby Days,” is expected to include daily giveaways and will take place on Thursday, May 8, according to Digital Commerce 360.

Adrianne Lee, president and CFO, said in a press release announcement, “Baby Days is our way of celebrating with families — offering them incredible giveaways, curated collections from the most trusted brands, and a fresh, innovative shopping experience.”

The initial acquisition of the brand by Beyond occurred in February 2025, per an investor press release. It read, “Beyond, Inc., owner of Bed Bath & Beyond and Overstock, announced today it has completed the previously announced transaction pursuant to the Company’s 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 certain assets, databases, domains, intellectual property, vendor relationships and content related to Buy Buy Baby.”

Of the acquisition, Marcus Lemonis, executive chairman of Beyond, commented, “As part of our strategy to expand our market reach, I am excited to announce we completed the acquisition of the Buy Buy Baby brand ahead of schedule. We believe bringing these two iconic brands, Bed Bath & Beyond and Buy Buy Baby, back together significantly strengthens our customer proposition in key life stage shopping moments.”  

Buy Buy Baby Initially Closed Its Stores in 2023

Bed Bath & Beyond parent acquires BuyBuy Baby, could open brick and mortar stores https://t.co/MnqYpFUOHN

— NorthJersey.com (@northjersey) February 4, 2025

In 2023, Buy Buy Baby — a well-known baby and toddler retail chain — closed most of its stores after its parent company, Bed Bath & Beyond, filed for bankruptcy in April 2023. Bed Bath & Beyond struggled financially due to declining sales, debt, and failed turnaround efforts.

As part of the bankruptcy proceedings, Bed Bath & Beyond announced the closure of all Buy Buy Baby locations and began liquidation sales in mid-2023. In June 2023, Dream on Me Industries, a baby product manufacturer, acquired the baby chain’s trademark and intellectual property at auction for $15.5 million. However, most physical stores still shut down.

While the brick-and-mortar stores closed, Dream on Me relaunched Buy Buy Baby as an online retailer and opened a few flagship stores in select locations. Subsequently, Kirkland’s Inc. successfully finalized a $25 million investment deal with Beyond, the parent company of Bed Bath & Beyond, Overstock, Zulily, and Buy Buy Baby.

As part of the deal, Kirkland’s became the exclusive brick-and-mortar operator and licensee for new, smaller-format Bed Bath & Beyond stores. They are expected to launch nationwide beginning later this year.

“Alongside our omnichannel partner, Kirkland’s, we collectively believe the Buy Buy Baby brand has a strong future both online and in brick-and-mortar,” Beyond shared in a statement, as reported by CoStar. “Kirkland’s will have full flexibility, from integrating Buy Buy Baby into Bed Bath & Beyond stores, to opening standalone locations under each legacy banner. The Buy Buy Baby in-store experience will be a destination for parents, offering curated selections of the best brands for every stage of childhood.”