The Chelsea flagship on 6th avenue is one of many Bed, Bath & Beyond locations set to receive a makeover as part of the company’s $250 million reinvestment in their more than 450 retail storefronts. Whereas the old flagship’s interior was cramped, cluttered with product, and confusing to navigate; the new and dramatic reinvention features an improved layout, widened aisles, and lowered sightlines for a cleaner experience, as well as a variety of store-in-a-store displays from brand partners and a revamped focus on Bed, Bath & Beyond’s own private-label offerings.
The renovation has reduced the number of items on display by 44%, simplifying the shopper browsing experience and providing an increased footprint for more experiential offerings. There is a La Colombe coffee bar, a new immersive store-in-a-store area from mattress company Casper, interactive displays highlighting Dyson and Google Nest products that allow shoppers to try the products before they buy, and even a SodaStream Bubble Bar where on-site mixologists provide customers with drink ideas and teach them how to use the machine, while also providing shoppers the opportunity to purchase and personalize SodaStream bottles and exchange in the brand’s Co2 cylinders.
Outside of these experiential national brand partnerships, the retailer’s refreshed flagship space also offers store areas highlighting Bed, Bath & Beyond’s own internally developed private-label brands. Bed, Bath & Beyond plans to roll out at least eight owned brands in 2021, and more than ten over the next few fiscal years. Current merchandising experiences on offer bring to life category-specific products from the company’s Squared Away storage line, the Haven bath brand, Bee & Willow home goods, Our Table kitchenwares, Wild Sage home decor line, and other product initiatives. The company projects that its private label brands will eventually account for a third of overall store sales.
Beyond just aisle browsing, the Bed, Bath, & Beyond app’s “in-store shopping mode” connects the in-person and digital shopping experiences for consumers, and for on-the-go shoppers, the app features a “scan and buy” fulfillment option that allows customers to bypass the checkout lines. Bed, Bath & Beyond publicized their transformation by offering open-house style events where consumers can learn about the company’s omnichannel services. In addition, Bed, Bath & Beyond launched its “Home, Happier Team,” a curated advisory panel of industry experts who will serve as provide consumers with ideas, innovative solutions and compelling content to help them personalize and maximize their living spaces. The panel includes culinary personality Katie Lee Biegel, interior designer Jeremiah Brent, organization expert Eryn Donaldson and sleep wellness specialist Dr. Shelby Harris.
The company’s flagship, and overall store renovation project, strengthens Bed, Bath & Beyond’s commitment to being a digital-first, omni-always retailer, and connects with several larger trends PSFK researchers have noted around the evolving retail landscape, such as promoting the specialized expertise of employees and front line staff, decentralizing points of service and sale, deploying narrative merchandising around key product occasions, and making the sales floor experience more responsive by integrating a variety of omnichannel offerings.