Will College Students Buy What Bed Bath & Beyond Is Aiming To Sell Them?

Bed Bath & Beyond is making a big play aimed at college students heading back to their dormitories and apartments this year, launching what it’s termed the “College Living” destination within all 97 of its co-branded (alongside The Container Store) locations.

“For a lot of us, college move-in is one of those moments you never forget. It’s exciting, a little stressful, and usually comes with a very long shopping list. Bed Bath & Beyond helped generations of families through that moment, and we’re proud to do it again. We built this collection around real life. The things students actually need. The products parents don’t want to forget. The little touches that make a dorm or apartment feel like home,” said company president Amy Sullivan.

“We focused on great product, great value, and making the entire process easier because families already have enough to think about. College isn’t just about moving into a room. It’s about starting a new chapter. Our job is to make that transition easier, more affordable, and a lot more exciting for students and the families supporting them. Whether you’re moving into your first dorm room or your first apartment, we’re here to help you get ready for what’s next,” she added.

A look at some of the media materials attached to the press release shows focused merchandising efforts reinforcing Sullivan’s promise to make use of every square foot of sales floor space. A “#GRWM” or “Get Ready With Me” rolling cart is backed by a vibrant green placard decked out with stars, while a “Most Likely to Succeed” sign acts as a bit of flair up front. Leaning into the viral trend of the same name popular with young girls and women, the top shelf plays host to a variety of vanity mirrors, while an assortment of pink and purple towels (including a satin and terry hair towel) as well as an IZOD fabric steamer are also displayed.

In addition to the standard small-format bedding and cute storage solutions, a second displayer advertising “Snack Mode: On” works similarly to the beauty prep one outlined above — this time around, though, we’re looking at popcorn machines, Keurig coffee makers, rice cookers, and toaster ovens.

The BB&B press release outlined four distinct product categories within the broader College Living destination within its stores, including:

• Bedding Essentials: In this category you can expect to find comforters, pillows, mattress toppers, sheets, and headboards from $89.99
• Everyday Essentials: Laundry supplies, towels, shower caddies, first aid supplies and kitchen appliances all priced at $40 and below.
• Personal Touches: Ottomans, throws, LED lights, memo boards, accent seating and other decor items are all about creating an aesthetic that belongs to college-aged shoppers.
• Small-Space Storage & Organization: All about saving space and maximum efficiency, this category is comprised of slim hangers, underbed storage solutions, over-the-door organizers, and rolling carts.