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Bed Bath & Beyond Launches New Home Brand

To further its strategy of becoming a destination for a greater range of home-oriented buying occasions, Bed Bath & Beyond is rolling out its first-ever private label whole home brand. Designed by Bed Bath & Beyond, the Bee & Willow Home brand encompasses home décor, furniture and textiles.

The company developed Bee & Willow Home to include pieces for every room in the home. The collection includes dining tables and chairs, sofas, side tables, upholstered beds, canopies and dressers as well as decorative accents ranging from rugs to art pieces to pillows to décor accessories, and home textiles such as quilts and throws. Complementing those products are kitchen accessories including wicker baskets, ceramic dishes, wooden tools and dinnerware, among other products.

To ensure Bee & Willow items are competitive with high-end furnishings, Bed Bath & Beyond paid attention to durability, style and detail in its hardware, finishes and embellishments, the retailer said. The brand offers barn-style details, emblematic wingback forms, spindle elements, new takes on the classic Windsor looks and an interpretation of modern farmhouse. The Bee & Willow collection is ready for purchase online at prices ranging from $4.99 to $999.99. It also may be found among the furniture vignettes that Bed Bath & Beyond is mounting across 165 of its store locations.

“The inspiration for Bee & Willow Home is a contemporized approach to the idyllic, rustic style of décor,” said Barbara Weston, Bed Bath & Beyond director of global trend. “We identified the unique stylistic thread that runs through all farmhouses and cottages from Maine to Key West, the Great Plains to Venice Beach that evokes an honest, restorative and timeless feel. The materials in the collections include an eclectic blend of rustic, distressed and time-loved transitional décor pieces combined with distressed stone, wood and metal.”

Bed Bath & Beyond emphasized that the introduction of Bee & Willow Home will serve the company’s intent of being experts for the whole home and heartfelt life events. In the Bee & Willow case, it is doing so by offering a more robust decorative furnishings collection than has been typical for the retailer. Bee & Willow Home debuts as the first of six exclusive whole home collections Bed Bath & Beyond plans to launch, which will allow it to mix and match the different design lineups based on individual and unique customer styles.