Kirkland’s Rebrands as The Brand House Collective
Kirkland’s Inc. is transforming into The Brand House Collective, a move that marks its evolution into a multi-brand retail and supply chain operator. Backed by Beyond Inc., the rebrand will oversee the growth of major retail names including Bed Bath & Beyond Home, Overstock, and buybuy Baby. The company plans to convert around 75 stores starting with Brentwood, Tennessee in August 2025, with co-branded digital experiences set to launch in parallel.
CEO Amy Sullivan says this change reflects a shift to a more agile, customer-obsessed organization. The company is streamlining operations, closing underperforming stores, reducing excess inventory, and enhancing leadership to drive performance and profitability. Early plans also include launching physical Overstock stores and piloting new retail concepts for buybuy Baby.
In support of its transformation, Kirkland’s announced several high-profile board appointments and a new ticker symbol “TBHC,” pending shareholder approval in July. The Brand House Collective aims to reset its retail strategy with a stronger foundation, a unified vision, and a renewed focus on long-term growth across its expanded brand portfolio.
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