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Bed Bath & Beyond’s Newest Private Brand Targets Young Consumers

Bed Bath & Beyond announced the launch of its latest owned brand, Studio 3B, a line of contemporary home decor, soft goods, and furnishings.

The line offers an assortment of on-trend, affordably priced bedding, bath, decor, and accent furniture that might appeal to college students and young adults just striking out on their own. More than 600 available products include sheet sets, frames, lighting, dinnerware, soap dispensers, storage, and more.

The collection taps into both design trends and consumer interest in quality materials.

“Studio 3B offers quality pieces that are both functional and aesthetically beautiful for modern living – whether the customer is a young creative who values unique design trends or a busy parent looking to welcome an elevated sense of style into their home,” Eric Mangan, senior corporate communications leader for Bed Bath & Beyond, told Sourcing Journal. “Bedding from the Studio 3B collection is made from a variety of globally-sourced raw materials including cotton, cotton velvet and viscose made from bamboo.”

The launch comes on the heels of Bed Bath & Beyond’s second quarter earnings report, which revealed a 1 percent comp decline and adjusted expectations for the remainder of the year—news that resulted in a 22 percent drop in the company’s stock last week.

The company’s house brands, however, have performed well this year, already exceeding the fiscal 2021 brand penetration goal, hitting more than 20 percent of overall sales. Bed Bath & Beyond has launched six owned brands already this year in addition to Studio 3B, with one more slated to drop in November.

With Studio 3B, the company appears to be appealing to younger consumers in the vein of Crate & Barrel’s CB2, with minimalist, modern designs, particularly on accent furnishings. The pieces draw inspiration from the Japandi design style, an evolution of mid-century modern looks, and offer additional functionality with side tables doubling as home office/school desks or nightstands.

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With the line’s bedding and decor, warm, muted, neutral hues pair with pops of color, and color-blocking and graphic patterns appear throughout the collection.

“Studio 3B allows home decorators to easily attain a modern aesthetic that feels inviting and thoughtfully designed,” said Joe Hartsig, executive vice president and chief merchandising officer, Bed Bath & Beyond. “We’ve seen increasing customer demand for more approachably modern product collections. Studio 3B fills that need, delivering a contemporary, yet accessible assortment that helps elevate any home.”

Bed Bath + Beyond announced the launch of its latest private brand Studio 3B, a line of contemporary home decor, soft goods and furnishings.
Left: Designer Jeremiah Brent will help launch the line Oct. 6 on Instagram and TikTok. Right: Neil Lick, SVP of owned brands for BB&B Courtesy

Bed Bath & Beyond takes to Instagram and TikTok on Oct. 6 to launch the brand with a series of “Studio Sessions”—videos featuring designer and member of the company’s Home, Happier Team Jeremiah Brent, along with Decorist designer Briana Nix. The duo will offer design tips and demonstrate ways to viewers can update their spaces with pieces from the Studio 3B line.

“Our homes are now the centers of our lives—where we eat, sleep, attend school, work, entertain, exercise and create,” added Neil Lick, SVP of owned brands at Bed Bath & Beyond. “Studio 3B was developed to stylishly solve the problems of the adaptable home through carefully designed, contemporary furnishings that address everyday needs.”

The line is available in Bed Bath & Beyond stores across the country, as well as online. Prices start at $70 for bedding, $8 for decor and $10 for bath items.