Almost exactly a year after it purchased then-insolvent flash-sale site Zulily, Bed Bath & Beyond parent company Beyond, Inc. has sold its majority stake in the brand, turning a profit of $500,000 and retaining a 25% share of the company.
Beyond purchased Zulily in March 2024 for $4.5 million after the platform’s abrupt shutdown in late 2023 and promptly revived the site. “This acquisition doubles down on our belief in the off-price market, and its importance to building our business, improving our margin profile and growing our customer file,” said Beyond’s then-Executive Chairman Marcus Lemonis in a statement at the time of the purchase.
Now, Beyond has sold a 75% majority stake in the brand to Lyons Trading Company — which operates online off-price retailer Proozy.com — for $5 million, a sale price that values Zulily at $6.7 million. The sale signals yet another shift in strategy at Beyond, which has continued to rapidly invent and reinvent itself since Overstock.com first bought bankrupt Bed Bath & Beyond in June 2023 and Beyond, Inc. was born. (Full timeline of all the company’s twists and turn here.)
Beyond framed the sale of Zulily as a move to accelerate profitability for its core brands, which, in addition to Bed Bath & Beyond and Overstock.com, now also includes BuyBuy Baby.
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“This sale reflects our commitment to resource optimization, our mandate to delivering profits for our home and family-centric brands, and a focus on our largest growth opportunities as a company,” said Alex Thomas, COO of Beyond in a statement.
Beyond Acquisitions and Expansion have been Costly
Beyond has been under pressure from shareholders to turn its idea of developing an “ecommerce affinity company” into tangible profits. The company has made big moves recently toward this goal, acquiring BuyBuy Baby in February 2025 and entering a strategic partnership with home décor retailer Kirkland’s in late 2024 to bring Bed Bath & Beyond (and now BuyBuy Baby as well) back to brick-and-mortar. But those moves came with big price tags — $5 million for BuyBuy Baby and a $25 million investment in Kirkland’s to fuel that partnership.
Just last week, Lemonis was appointed as Principal Executive Officer (PEO) of Beyond and current CFO Adrianne Lee’s role was expanded to include the title of President, replacing previous PEO and President Dave Nielsen. The leadership shuffle was instigated by the need to propel a “faster return to profitability,” and the sale of Zulily will certainly help in that regard.
“We have made significant progress in improving the performance of Bed Bath & Beyond and Overstock.com through sequential margin improvement, improved site experience, vendor consolidation and right-sizing our fixed expenses,” said Lee in a statement. “With the recent acquisition of BuyBuy Baby, we want our team laser focused on our core brands as we march towards profitability.”
Lyons hasn’t shared details of its plans for Zulily, but the brand certainly seems like a good fit with the more lifestyle-driven leanings of its other venture, Proozy.com.
