Kirkland’s is undergoing a major rebrand and structural overhaul, announcing plans to rename itself The Brand House Collective as it deepens ties with Beyond Inc. and its portfolio of brands including Bed Bath & Beyond, Overstock, and BuyBuy Baby.
Shareholders will vote on the proposed name change at the company’s July 24 annual meeting.
The move follows Beyond Inc.’s $5 million acquisition of Kirkland’s intellectual property last month, part of a broader strategy that began with a $17 million financing deal in October.
Alongside the rebrand, Kirkland’s reported weak Q1 results and unveiled a shake-up of its executive team and board of directors.
CEO Amy Sullivan said the transformation aims to build “a leaner, flatter and performance-led organisation,” with a renewed focus on streamlining operations, optimising real estate, and bolstering talent.
The company has recruited several seasoned retail leaders, including Jamie Schisler (formerly Express) as COO and Kerri Dlugokinski (Target) to head merchandising at Bed Bath & Beyond Home.
Courtenay Adolf joins to lead global sourcing and logistics.
The brand overhaul is part of a wider pattern of pivots at Beyond Inc., which recently revived the Overstock brand after previously shuttering it, sold off Zulily, and began reopening BuyBuy Baby stores.
Beyond is now planning to open 30 physical Overstock locations, starting with its first in Nashville.
As part of the overhaul, Kirkland’s will convert around 75 stores to Bed Bath & Beyond Home over the next two years, with the first rebranded location opening in Brentwood, Tennessee, in August.
A co-branded website is also in the works.
Despite the bold vision, the transformation comes during a turbulent time for the home goods sector.
Kirkland’s Q1 net sales dropped more than 11% to $81.5 million, with a 3.1% dip in same-store sales and a 26.7% slump in e-commerce. The company reported a $11.8 million net loss for the quarter.
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