Bed Bath & Beyond Jump Starts Private Label Growth

Bed Bath & Beyond, Bed Bath

Bed Bath & Beyond’s kitchenware assortment has long consisted of a variety of high-profile national brands.

But brands such as KitchenAid, Cuisinart and OXO among others will soon be joined by an assortment of private label products on the retailer’s shelves and web pages. 

Bed Bath & Beyond has hired Neil Lick as its senior vice president of Owned Brands. Joining the company from Williams Sonoma, Lick will lead a new team with the goal of launching a roster of “customer-inspired” owned brands in 2021 in categories including kitchen, bed and bath.


What kitchen product categories will be impacted by the initial assortment of private label activity remains to be seen. The challenge for Bed Bath & Beyond will be to develop products that meet the culinary needs of its customers while also offering a good value.

While private label assortments are nothing new for retailers, Bed Bath & Beyond has been a late adopter in developing proprietary lines. But the hiring of Lick combined with new company CEO Mark Tritton having a history of developing private brands — most notably the Magnolia line with Joanna and Chip Gaines at Target — shows Bed Bath’s commitment to expanding its private-label assortment.

In the first quarter of 2019, Bed Bath & Beyond launched its first private-label brand Bee & Willow. The line includes furniture and home decorative items.

Lick comes to Bed Bath & Beyond after a 22-year career at specialty culinary retailer Williams Sonoma. During his tenure with the high-end kitchenware retailer, Lick held various leadership positions within merchandising, product development, inventory management, and as head of corporate social responsibility.

“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,” said Joe Hartsig, BBB’s executive vice president and chief merchandising officer.