“The umbrella brand could be helpful to connect these ‘sister brands,’ but the name sounds very generic, unfortunately,” said Reilly Newman, brand strategist at the studio Motif Brands. Newman noted that in 2023, Overstock acquired the rights to the Bed Bath & Beyond out of bankruptcy. The brand then joined Overstock under Beyond ownership.
Newman said the change to The Brand House Collective is theoretically sound but requires proper strategic execution and understanding of the brand naming to succeed.
