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BuyBuy Baby Introduces First Private Label

Retail Dive | November 1, 2022

BuyBuy Baby is launching its own brand as a way to offer baby and toddler products at a value, according to Patty Wu, executive vice president and brand president of BuyBuy Baby.

“We’re always listening to what our BuyBuy Baby community wants and needs,” Wu said in a statement. “That’s how we know quality products at parent-friendly prices are important, and the Mighty Goods brand allows us to offer parents expanded product options through a curated line that meets their needs from newborn through toddler.”

The new private label, however, comes as Bed Bath & Beyond works to realign its assortment in favor of national brands. The retailer in August laid out a turnaround plan, which in addition to closing stores and laying off staff, included discontinuing three of Bed Bath & Beyond’s private labels it recently launched. For the remaining private labels, inventory will be reduced to 20 percentage points, while national brand inventory penetration will increase by 20 percentage points.

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