Bed Bath & Beyond Kicks off Private Label Rollout with Nestwell Launch


Retail Dive | March 22, 2021


Bed Bath and Beyond announces the launch of the new owned brand, Nestwell available in-stores and online. The brand focuses on bedding and bath essentials, ranging from sheets, pillows and duvets, to bath towels and accessories. Nestwell is the first of eight private labels Bed Bath & Beyond plans to launch in the coming months.

Bed Bath & Beyond also introduced the "Nestwell to Rest Well" guide, which includes an online quiz for consumers to take to help match them with products best suited for their sleep and style needs. The guide also includes design tips from the company's online interior design service, Decorist, as well as advice from Dr. Shelby Harris, whose expertise is in sleep wellness.

"We spent a lot of time over the last year really pulling this together — this brand and product attributes — and really trying to make it so that it's affordable. It targets the good and better price points," Chief Merchandising Officer Joe Hartsig told Retail Dive. "It was really done with a lot of research behind this to make sure that we're hitting the market, making it easier for our customers to shop, and making it easier and better for our customers to sleep."

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