Bed Bath & Beyond and Claire’s, two names that once defined American shopping malls and the suburban retail landscape, are making headlines again—though for very different reasons. One is plotting a comeback under a new banner, while the other is navigating a second bankruptcy in less than a decade. Their stories, unfolding in the summer of 2025, offer a revealing look at the challenges—and occasional surprises—of retail in the age of e-commerce, shifting consumer habits, and economic uncertainty.
Let’s start in Nashville, where Bed Bath & Beyond, that iconic purveyor of towels, toasters, and seemingly endless household gadgets, has reemerged as Bed Bath & Beyond Home. According to a news release from The Brand House Collective, Inc.—the company’s new name—Friday, August 8, 2025, marked the grand opening of its very first store under this reimagined identity. For a brand that shuttered all 360 of its stores in the wake of an April 2023 bankruptcy, it’s a remarkable twist. And for loyal shoppers who never threw out those famous blue coupons, there’s good news: the new store is honoring them.
"We're proud to reintroduce one of retail's most iconic names with the launch of Bed Bath & Beyond Home, beautifully reimagined for how families gather at home today," said Amy Sullivan, CEO of The Brand House Collective, in a statement reported by FOX News. "This isn't just a store, it's a fresh start for a brand that means something special to so many families. With Bed Bath & Beyond Home we're delivering on our mission to offer great brands, for any budget, in every room. It's a powerful addition to our portfolio and a meaningful step forward in our transformation."
The road to this relaunch was anything but simple. After its bankruptcy in 2023, Bed Bath & Beyond’s intellectual property was snapped up by Overstock for $21.5 million. That deal, according to The Associated Press, preserved the retailer’s online presence even as its brick-and-mortar footprint disappeared. In 2024, Overstock.com began selling Bed Bath & Beyond products at select Container Store locations, a move that kept the brand alive in the minds of shoppers—albeit in a new context.
Now, with the first Bed Bath & Beyond Home open in Nashville, the company is eyeing a cautious expansion. As CBS News reports, four more stores are slated to open in the Nashville market before any decision is made about a national rollout. The company is watching closely to see how consumers respond, and whether the nostalgia factor—plus those old coupons—can drive foot traffic in a retail world that’s changed dramatically since Bed Bath & Beyond’s heyday.
Meanwhile, a very different story is playing out for Claire’s, the mall-based retailer synonymous with glittery accessories and ear-piercing kiosks for teens and tweens. This summer, Claire’s filed for bankruptcy for the second time since 2018, a move that underscores just how tough the retail environment has become for brands that once seemed untouchable. According to court documents obtained by KTSM in El Paso, the company plans to close 18 stores initially as part of the bankruptcy process. None of those closures will affect the El Paso area, where Claire’s still operates seven stores at various malls and shopping centers.
In a news release, Claire’s CEO Chris Cramer laid out the factors behind the decision: "This decision is difficult, but a necessary one. Increased competition, consumer spending trends and the ongoing shift away from brick-and-mortar retail, in combination with our current debt obligations and macroeconomic factors, necessitate this course of action for Claire’s and its stakeholders."
Cramer’s statement, as reported by KTSM, continued: "We remain in active discussions with potential strategic and financial partners and are committed to completing our review of strategic alternatives. I’d like to express my gratitude for our employees, who have continued to work diligently in a constantly evolving consumer landscape to deliver amazing products and experiences for our customers. We remain committed to serving our customers and partnering with our vendors and landlords in other regions during this time."
For now, Claire’s retail stores in North America will remain open, and the company is making it clear that it intends to keep serving its core customer base while exploring all options. Globally, Claire’s operates 2,300 stores, and its ICING brand has 190 locations across North America. The initial list of closures includes stores in Massachusetts, Washington, California, Texas, New York, Tennessee, Pennsylvania, Illinois, Minnesota, Michigan, Alabama, Utah, and New Jersey—a testament to how widespread the impact could be if more closures follow.
So, what’s really going on here? The stories of Bed Bath & Beyond and Claire’s reflect broader trends reshaping retail. Both companies have been buffeted by the rise of e-commerce, changing tastes, and the lingering effects of the pandemic. For Bed Bath & Beyond, the bankruptcy was a painful reset, but one that ultimately allowed the brand to be reborn under new ownership, with a new strategy and a nod to its storied past. For Claire’s, the second bankruptcy is a harsh reminder that even beloved brands aren’t immune to the pressures of debt, competition, and the inexorable shift toward online shopping.
Yet, both companies are also betting on the power of physical stores—at least for now. Bed Bath & Beyond Home’s launch in Nashville is a test of whether shoppers still crave the tactile experience of browsing aisles, feeling fabrics, and hunting for bargains in person. The decision to honor old coupons is a clever move, tapping into nostalgia and goodwill. For Claire’s, the message is one of resilience: stores will remain open, and the company is actively seeking new partners and strategies to stay afloat.
Retail analysts say these moves are emblematic of a larger struggle within the industry. The old playbook—build more stores, fill them with inventory, and wait for customers—no longer guarantees success. Instead, retailers are experimenting with new formats, partnerships, and brand revivals. For some, like Bed Bath & Beyond, it’s a chance to rewrite the narrative. For others, like Claire’s, it’s about survival and adaptation.
As the dust settles, one thing is clear: the American retail landscape is far from static. Brands that once seemed destined for the history books are finding ways to reinvent themselves, while others are forced to reckon with harsh new realities. Shoppers, too, are playing a role in shaping what comes next—whether they’re holding onto old coupons, seeking out a favorite accessory, or simply clicking "add to cart" from the comfort of home.
For now, Nashville shoppers can rediscover Bed Bath & Beyond in a new light, while Claire’s fans hope their favorite store will weather the storm. The next chapter in the retail saga is unfolding in real time, and both brands are determined to be part of it—no matter how bumpy the road may be.
