BuyBuy Baby will officially re-enter the world of online retail on May 8, 2025, just days before Mother’s Day. This rebirth of sorts will kick off with a “Baby Days” event featuring daily giveaways and top-rated baby essentials. Beyond Inc. acquired BuyBuy Baby in February 2025 for $5 million, reuniting the brand with its former sister retailer Bed Bath & Beyond.
“We’re beyond excited to officially reopen BuyBuy Baby and reunite it with Bed Bath & Beyond,” said Adrianne Lee, President and CFO of Beyond in a statement. “Baby Days is our way of celebrating with families — offering them incredible giveaways, curated collections from the most trusted brands and a fresh, innovative shopping experience.”
Big Blockchain Moves
As part of its broader turnaround strategy, the retailer also plans to launch a crowdfunding offering of a tokenized digital security linked to certain BuyBuy Baby intellectual property (IP) and available via the tZERO brokerage platform. The offering will be made in May 2025, with preferred pricing reserved for people who are Beyond stockholders of record on April 1, 2025.
When Beyond purchased BuyBuy Baby last month, Executive Chairman and Principal Executive Officer Marcus Lemonis outlined a three-point plan for BuyBuy Baby that included the digital security offering. Lemonis also said the brand would open standalone stores to be operated by home décor retailer Kirkland’s, which entered a strategic partnership with parent company Beyond in October 2024 to bring Bed Bath & Beyond back to brick-and-mortar retailing.
Additionally, Lemonis is planning to create “LifeChain” — a centralized database for important life documents that leverages the tZERO blockchain technology and BuyBuy Baby assets, presumably its customer data. The ledger would house birth, medical and educational records, financial products, insurance and purchases, integrating a consumer’s financial and digital assets into a digital wallet supported by the Salesforce Agentforce technology.
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Earlier this month Beyond sold Zulily to focus more on its family brands.
