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Bed Bath & Beyond Courts Consumers With Celebrity Experts

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Bed Bath & Beyond announced the launch of an industry expert advisory panel, dubbed the “Home, Happier Team.” The panel includes experts from four categories: culinary star Katie Lee Biegel, interior designer Jeremiah Brent, storage and organization authority Eryn Donaldson, and sleep wellness specialist Dr. Shelby Harris.

The introduction of the panel coincides with the home goods retailer’s open house event, running Sept. 27-Oct. 3. Panelists will be on hand in Bed Bath & Beyond’s New York City flagship store on 6th Avenue on Oct. 2 for a customer meet-and-greet. And their tips and advice will be shared nationally through the company’s social media channels.

The launch of the panel comes at a time when many home retailers are looking to enhance the in-store experience for consumers with designer and celebrity partnerships, as well as branded shop-in-shops. Bed Bath & Beyond partnered with Casper for a branded shop that opened in its New York flagship in July.

“Last year, we announced a comprehensive three-year transformation plan to elevate our shopping experience for consumers, modernize our operations both in-store and online, and rebuild our authority in the $180 billion home market,” said Mark Tritton, president and CEO, Bed Bath & Beyond. “With the addition of the ‘Home, Happier Team,’ we are staying true to our promise to bring new dimensions to our brand experience and customer offerings. The ‘Home, Happier Team’ will deepen our relevance and connection with customers and help inspire them to unlock the magic in every room. We are excited to welcome Katie, Jeremiah, Eryn and Dr. Harris to the Bed Bath & Beyond family.”

Two of the expert panelists previously partnered with Bed Bath & Beyond store brands, with Donaldson collaborating on its Squared Away storage brand to provide tips to maximize storage, and Harris contributing to the company’s Nestwell bedding sleep guide.

Panelists Biegel and Brent bring celebrity cache, with Biegel a regular on Food Network shows, including her own web series for the network, and Brent, who along with husband and renowned designer Nate Berkus has appeared on series on OWN, TLC, and the forthcoming HGTV show, “The Nate & Jeremiah Home Project.” JCPenney and HSN also recently partnered with design influencers to debut new home goods collection.

The launch of the ‘Home, Happier Team’ follows the announcement earlier this year of Bed Bath & Beyond’s new “Home, Happier” brand campaign. The campaign was designed to help reinvent the brand’s business around its customers. As part of the push, the company launched six owned brands in its biggest product assortment change in a generation, as well as expanding buy online, pickup in store or curbside and same-day delivery options. The effort also includes launching a $250 million three-year project to remodel approximately 450 stores.

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