Kirkland's To Consolidate Real Estate Footprint, Change Brand Name
Kirkland's plans to streamline its physical footprint, reducing its overall number of locations while converting some existing stores to new uses as part of a strategy first made public late last year.
The home decor and gift chain also plans to change its corporate name to The Brand House Collective, pending shareholder approval, to reflect its partnership with Beyond Inc. and brands Bed Bath & Beyond, Overstock and Buybuy Baby, according to RetailDive.
Kirkland's currently has 313 stores in 35 states but says it plans to operate about 290 locations for Kirkland's Home, Bed Bath & Beyond Home, and Overstock stores.
Beyond entered into an agreement to acquire Kirkland’s intellectual property for $5M last month, licensing the trademarks back to Kirkland’s. The companies formed a strategic partnership last year when Beyond provided Kirkland’s with $17M in debt financing.
“From the moment our partnership with Beyond began it was clear that our model needed to evolve,” CEO Amy Sullivan said in a press release. “The Brand House Collective is more than a new name — it's a bold declaration of where we're headed.”
The company will fully convert some of its existing Kirkland's Home stores to launch Bed Bath & Beyond Home stores. The first location is set to open in Brentwood, Tennessee, in August 2025, with five more planned in the market, Chain Store Age reported.
Pending the results of the initial trial run, the company says it aims to convert approximately 75 stores through 2026. Kirkland’s will also open the Overstock brand's first physical store in Nashville with the goal of expanding to roughly 30 locations after the pilot.
The company also tapped a slew of new executives and shook up its board makeup.
The moves come at a turbulent time for furniture and home goods retail, Retail Dive said. The segment enjoyed a sharp rise in the wake of the pandemic but stalled out in the years that followed. Earlier this week, furniture and decor chain At Home filed for bankruptcy, largely blaming the federal government’s tariff policy.
