Bed Bath & Beyond Taps Sonoma Vet Lick For Owned Brands Push

Bed Bath & Beyond has appointed Neil Lick svp/owned brands and leader of a newly formed team that will develop and launch a portfolio of customer-inspired owned brands from 2021.

The growth strategy includes a sharper focus on product curation and differentiation, the company noted, as well as higher penetration of owned brands in core categories including bed, bath and kitchen. The enhanced proprietary brand strategy will create a more relevant, inspiring and differentiated merchandise assortment exclusive to Bed Bath & Beyond.

Lick spent 22 years with Williams-Sonoma, where he held a number of leadership positions within merchandising, product development and inventory management, and as head of corporate social responsibility. He will report to Joe Hartsig, evp/chief merchandising officer and lead a cross functional team across the company.

Hartsig said, “To rebuild Bed Bath & Beyond’s authority as the leading omnichannel home retailer, we are reimagining how we develop and curate an owned-brand assortment. Neil has deep experience building brands that people love and will spearhead our new owned-brand team to curate and develop a portfolio of truly differentiated brands that deepen our penetration in our core categories and our connection with our loyal customers.”