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Bed Bath & Beyond’s Baby Brand Gets into Private-Label Game

Bed Bath & Beyond might be reorienting back to national brands but its kids-focused BuyBuy Baby division just released its first private label as holiday shopping kicks into high gear.

Launched Tuesday, the exclusive Mighty Goods brand offers baby apparel in sizes preemie to 4T as well as home textiles such as hooded bath towels, crib sheets, chenille blankets, burp cloths, bibs, washcloths and bodysuits.

Bath, bedding and newborn basics are among the items verified by textile certification standard Oeko-Tex to keep families safe from over 300 harmful chemicals. Nursery furniture and decor round out the Mighty Goods line.

“We’re excited to launch our first BuyBuy Baby exclusive brand, which is designed with value front and center, so parents can find quality and great design while staying within their budget,” said Patty Wu, executive vice president and brand president of BuyBuy Baby, the star performer under Bed Bath & Beyond’s ownership.

The items are available now in BuyBuy Baby stores and online at buybuybaby.com, with prices ranging from $2-$340.

BuyBuy Baby’s Mighty Goods private label offers decor, textiles including bath items, apparel and much more.

“We’re always listening to what our BuyBuy Baby community wants and needs,” Wu said. “That’s how we know quality products at parent-friendly prices are important, and the Mighty Goods brand allows us to offer parents expanded product options through a curated line that meets their needs from newborn through toddler.”

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The new private label comes despite Bed Bath & Beyond pulling an about-face on owned brands to realign its assortment in favor of the national labels people want to shop. Exclusive brands offer healthier margins for their makers while differentiating the retail merchandising mix and giving cost-conscious shoppers affordable options, especially with inflation dominating headlines this year.

In August, the embattled retailer outlined its Hail Mary transformation plan, including the closing of about 150 stores and slashing 20 percent of corporate and supply chain jobs as part of a broad restructuring. 

The plan also included a “multi-part strategy” to expand BuyBuy Baby’s scope, including adding age-up categories like apparel to extend customer engagement beyond babyhood. Additionally, the company said it wants to partner with influencers and experts, and begin training staff to be a resource to parents on several topics. 

But the efforts don’t stop there.

BuyBuy Baby partnered with Uber a year ago to get products to customers quickly. 

BuyBuy Baby's new Mighty Goods private label brands of baby apparel, decor and more
Mighty Goods by BuyBuy Baby Courtesy

With this partnership, customers could order a curated selection of high-demand baby and home products from more than 750 Bed Bath & Beyond and 120 BuyBuy Baby stores with delivery through Uber and Uber Eats. This included diapers, wipes, first aid kits, bath toys and more, all at the tap of a button. 

To keep the momentum going, Mighty Goods will also be available through the on-demand delivery service. 

And with growth projected for the baby apparel market, BuyBuy Baby’s decision to invest in a higher-margin private brand might be spot on. Fortune Business Insights expects the global market for baby clothing to reach $82.54 billion by 2027, for a compound annual growth rate (CAGR) of 4.2 percent during the forecast period.

“We are rebuilding our authority in the home and baby retail categories to appeal to new consumers, while strengthening relationships with our valued, long-standing customers,” Rafeh Masood, Bed Bath & Beyond chief digital and interim chief brand officer, said when the Uber deal was announced.

Mighty Goods arrives as the Bed Bath & Beyond recently concluded its chief executive search.

Last week, the Union, N.J. company announced that interim CEO Sue Gove will take on the role permanently after a four-month search. Gove—who previously served and will remain on the home goods retailer’s board of directors—assumed the position after previous CEO Mark Tritton was fired in June.