buybuy Baby to Relaunch Online and in Nashville Pilot Store on May 8

Just 10 weeks after acquiring buybuy Baby, parent company Beyond Inc. is preparing to relaunch the brand.

output: Beyond Inc. is rapidly expanding its portfolio. Just 10 weeks after acquiring buybuy Baby, the parent company of HomeGoods is preparing to relaunch the brand.

The buybuy Baby site has been up and running, but an official relaunch is being planned for May 8 – which will also see the opening of a pilot store. Marcus Lemonis, Beyond Inc. executive chairman and principal executive officer, shared the news during the company’s Q1 investor call on April 29.

The buybuy Baby pilot store will “probably” be located in Nashville, which is where Kirkland’s Home is. Beyond Inc. owns a stake in Kirkland’s and the home décor retailer is responsible for merchandising and operating new brick & mortar formats for Beyond’s e-commerce banners.

The online-only buybuy Baby business generated $30 million in recent 12-months trailing revenue, Lemonis told investors. Beyond Inc. paid $5 million to buy the business in late February.

The inventory Beyond Inc. inherited in that transaction was overly focused on baby furniture, he added. The company has been working with international retail design firm JLL on creating the refreshed buybuy Baby concept.

“We want to make sure the voice of buybuy Baby is female-oriented and addresses every mom at every income level, Lemonis said.

In addition to the retail expansion, the company plans to launch a digital tokenized security linked to buybuy Baby’s IP. This follows on Beyond Inc.’s creation of a tokenized security for its Overstock IP. Announced last week, the Overstock token is designed to provide a share of revenue along with select shopping benefits.

Lemonis did not go into detail of the offering, but said the company would be disclosing the plans “going forward.”