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

Bed Bath & Beyond has rolled out the second of eight owned brands that it plans to debut or revamp in fiscal 2021. Haven, a collection of bath essentials, is available exclusively at the retailer beginning on Monday (April 19), according to a company announcement.

The new brand offers a collection of organic cotton bath towels and bathrobes in addition to storage products, bath accessories, bath furniture, shower curtains and bath rugs. Items in the Haven brand collection start at $6 for washcloths and run up to $280 for shower chairs/benches.

“We introduced Haven to help serve as the antidote to the stimulation and stress that life presents. The Haven brand’s spa-inspired bathroom accessories are designed with tranquility in mind to create that peaceful respite within the walls of your home and help you ‘home, happier,’” Joe Hartsig, executive vice president and chief merchandising officer at Bed Bath & Beyond, said in the announcement.

Bed Bath & Beyond said that its Haven products are available in its brick-and-mortar stores and through its website. The items are also available for same-day delivery, curbside contactless pickup and buy online, pick up in-store (BOPIS).

On March 22, Bed Bath & Beyond said it was rolling out the first of eight new private-label brands, marking the newest move by a national retail chain to pursue the improved profits offered by selling their own items.

The move by Bed, Bath & Beyond to produce its Nestwell products line comes after similar moves in recent times from Target and Kohl’s. Nestwell, which is available beginning on March 22, offers a collection of bath towels, bath accessories, duvets, mattress toppers, pillows, blankets and sheets. Prices from the collection span from $6 for washcloths to anywhere from $30 and $120 for sheets.

Hartsig said in an announcement that the Nestwell 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.”