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Bed Bath & Beyond Introduces Simply Essential Private Label

Retail Dive | May 10, 2021

Bed Bath & Beyond on Monday launched its third private label of the year, Simply Essential. The brand carries more than 1,200 products in the bed, bath, home decor, storage and organization, and kitchen and dining categories at opening price points. The entire line is priced under $200, with kitchen basics, like ladles and serving spoons, starting at $1.

Bed Bath & Beyond is quickly moving along in its strategy to launch eight owned brands. This latest brand will help the company attract a broader range of customers through its opening price point, Bed Bath & Beyond Chief Merchandising Officer Joe Hartsig said.

"Customers are looking for value-priced, hard-working, everyday items without sacrificing design or performance," Hartsig said in a statement, adding: "Of all the Owned Brands that Bed Bath & Beyond will launch this year, Simply Essential represents the largest new product assortment and is intended to attract new customer segments for us."

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