Beyond, Inc. Executive Chairman Marcus Lemonis — who also recently took on the role of Principal Executive Officer — is making good on his promise to shift the company’s focus toward “an affinity and data monetization model with a strong technology focus.” Just one month after his appointment as PEO, Beyond subsidiary Commercial Strategies has launched a digital token that will give investors the chance to own a piece of the intellectual property of one of its core brands — Overstock.com.
Beyond hopes to crowdfund at least $250,000 and as much as $1.2 million by Oct. 15, 2025 with the token offering, money that it said will be used to increase Commercial Strategies’ capitalization and financial flexibility and create a market for Beyond’s tokenized digital securities. But Beyond also is hoping for more than just money — on tZero, the platform where the tokens are being sold, the offering is described as an opportunity to “build communities who will share in the revenues of the brand tokens they own — and become brand cheerleaders for the brand as well as loyal customers.”
‘Tokenizing’ Overstock IP to Give Customers a Piece of the Action
“This digital asset is a crowdfunding offering of a tokenized digital security linked to Overstock intellectual property, a real-world asset, and it’s designed to pay an annual dividend,” explained Lemonis in a statement. “This will also support and demonstrate the efficacy of the tZero platform, a company where Beyond owns a very significant interest. The O Digital Token also will offer its investors a way to participate in the Overstock brand’s growth and create a community to belong to.”
Lemonis first hinted at this strategy when Beyond — which also owns Bed Bath & Beyond — bought BuyBuy Baby in February 2025. In addition to plans to reopen BuyBuy Baby stores, Lemonis also floated the ideas of “tokenizing” part of the BuyBuy Baby IP (as it has now done with Overstock), as well as potentially creating a blockchain-based ledger that would act as a centralized database for all of a family’s important documents.
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The O Digital Tokens are being sold for $10 a pop, although current Beyond, Inc. stockholders get preferred pricing of $5 a share. The minimum investment required is $100, with a maximum set at $4,000. Holders of the tokens/shares will receive an annual dividend derived from 1% of the net sales from Overstock.com. The site for the token sale also mentions that, in the future, the company may attach other benefits to the tokens, such as the opportunity to get early access to new products.
Overstock Anniversary Sale Aimed at Driving Awareness
A secondary goal of the offering is to increase awareness of the Overstock brand, the company said, and so in tandem with the release of the digital tokens, Beyond also is hosting the first annual “O” Days anniversary sale to commemorate Overstock’s founding in spring 1999. The sale will take place April 24-28 and feature a range of flash price drops of up to 75% along with blanket discounts across key categories, including rugs, jewelry, mattresses and furniture.
“This is the broadest and deepest sale we’ve had in years at Overstock, and we are beyond excited to offer our customers these deals on their favorite legacy categories,” said Lemonis in a statement. “These are the kinds of deals that don’t come around every day — and bringing them all together in one event is something we’re immensely excited about.”
(Not to mention driving sales for new O Digital Token holders.)
