Bed Bath & Beyond Rollout Joins Retailers’ Private Label Push With New Bedding Line

Bed Bath & Beyond Inc. said Monday (March 22) it was launching the first of eight new private label brands, marking the latest move by a national retail chain to chase the improved profits offered by selling their own products.

The move by Bed, Bath & Beyond to produce its Nestwell products line comes on the heels of similar moves recently from Kohl’s and Target.

Nestwell, which is available starting Monday (March 22), provides a line of sheets, blankets, pillows, mattress toppers, duvets, bath accessories and bath towels. Prices for the collection range from $6 to washcloths to between $30 and $120 for sheets.

Joe Hartsig, executive vice president and chief merchandising officer at Bed Bath & Beyond, said in an announcement that the brand will provide “bedding and bath products that bring that cozy feeling to our customers’ routines and make beds easy to make and hard to leave.”

Merchandise in the collection is meant to weather daily use, as it is manufactured with machine-washable fabrics in neutral colors. Moreover, the retailer is offering bedding with hypo-allergenic and organic options and wrinkle-resistant sheets.

In addition, many Nestwell items are made with organic and “responsibly-sourced” materials. To that end, the Duet recycled polyester rug is produced from recycled PET (water bottles), and the Pure Earth organic sheet is manufactured with vegetable dye.

Items in the Nestwell collection are exclusively at Bed Bath & Beyond’s brick-and-mortar retail locations and the retailer’s website. Shoppers can order them for same-day delivery, curbside pickup or buy online, pick-up in store.

Retailers Embrace Private-Label Brands

The rollout of Bed Bath & Beyond’s Nestwell brand comes as retailers are embracing private-label brands.

Earlier in March, Kohl’s announced a private-label athleisure label called FLX that is available in more than 300 brick-and-mortar stores and through the web. The retailer referred to FLX as a brand that highlights “size-inclusive, stylish active and casual separates made with high-quality performance fabrics and functional details.”

A few days later, DICK’S Sporting Goods announced its VRST athletic apparel label that is made for the “modern active man who lives life on the go.” The retailer said the brand is exclusively available on VRST.com and its website, while it will roll out in more than 400 DICK’s Sporting Goods stores across the nation in the weeks to come.

Beyond athletic wear and home goods, Target is launching a grocery brand concentrated on indulging and snacking. The new Favorite Day private brand will cover more than 700 products like premium ice creams and beverage mixers. Moreover, the retailer’s signature label Good & Gather has more than 2,000 products.