Bed Bath & Beyond Rolls Out Wild Sage Brand Amid Private-Label Push

Bed Bath & Beyond has launched another owned brand as part of its private-label push. Designed for young adults and “the young at heart,” the Wild Sage label available exclusively at Bed Bath & Beyond, according to a Wednesday (June 23) announcement.

Products in the Wild Sage line will include décor, bedding, bath, furniture and table linens, as well as sheets, pillowcases, towels, vases and wall décor.

“Wild Sage speaks to our young, fashionable and on-trend customers looking to express themselves and create a personal space that tells their unique story,” Joe Hartsig, executive vice president and chief merchandising officer at Bed Bath & Beyond and president of Harmon Stores, Inc., said in the announcement.

Shoppers can purchase Wild Sage merchandise in the retailer’s brick-and-mortar locations and online. They can leverage the retailer’s omnichannel offerings like same-day delivery and contactless curbside pickup, in addition to buy online, pick up in-store (BOPIS).

The Wild Sage rollout comes as other retailers are introducing new brands. The Gap Home collection will be available for purchase exclusively on Walmart.com on Thursday (June 24) amid a collaboration between Gap and Walmart.

PYMNTS previously reported that Bed Bath & Beyond would be rolling out the first of eight new private-label brands. The retailer’s move to produce its Nestwell products collection follows similar strategies from Target and Kohl’s. Nestwell, which was available beginning on March 22, offers a collection of bath towels, bath accessories, duvets, mattress toppers, pillows, blankets and sheets. Prices range from $6 for washcloths to $30 to $120 for sheets. Hartsig said in a March announcement that the brand will offer “bedding and bath products that bring that cozy feeling to our customers’ routines and make beds easy to make and hard to leave.”