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Will BuyBuy Baby’s New Exclusive Brand Help Drum Up Bidders?

Though the news in recent weeks surrounding its parent company, Bed Bath & Beyond, has been pretty dire, baby and children’s retailer BuyBuy Baby announced today that it will launch a new exclusive brand, Ever & Ever.

The line includes GreenGuard-certified furniture, such as convertible cribs, chests, nightstands and dressers in gray, brown and white finishes. The collection also includes bedding, bath items, apparel and decor ranging from artwork and rugs to hampers and storage bins. A selection of bath, bedding and apparel products are OEKO-TEX certified free of more than 300 harmful substances.

“Our customers have shared that they’re eager to parent in their own way, while calling on some of the sweet, nostalgic aspects of their own childhood,” said Patty Wu, executive vice president and brand president of BuyBuy Baby. “We’re harnessing that nostalgia through ever & ever – to deliver classic style with modern details through quality, style-led designs that can be passed down between siblings and generations for years to come.”

BuyBuy Baby has been the lone bright spot for parent company Bed Bath & Beyond’s business. While Bed Bath & Beyond, which is rumored to be headed toward bankruptcy, has retained restructuring experts and announced new layoffs, posted a 33 percent net decline and a comp sales drop of 32 percent, BuyBuy Baby performed better with losses in the low-twenties percent range. BuyBuy Baby has consistently performed better than its parent company.

Last week, a report in The New York Times said that Bed Bath & Beyond representatives spoke with private equity firm Sycamore Partners about the potential sale of the BuyBuy Baby brand. The retailer is also in talks with other possible buyers, sources close to the matter told the Times. Sycamore Partners has a number of retailers among its investments, including Staples, Talbots, Lane Bryant, and Belk.

Reebok owner Authentic Brands Group is also said to be interested in Bed Bath & Beyond’s assets, CNBC reported Wednesday.