Bed Bath & Beyond — one of the most iconic names in home retail — is returning to Canada. Sleep Country Canada has officially acquired the brand for Canada and the UK, welcoming the beloved retailer into its growing portfolio of household brands.
“For decades, Bed Bath & Beyond helped Canadians imagine what home could be,” said Stewart Schaefer, President & CEO of Sleep Country Canada. “We’re honoured to bring this brand back to Canadians — and to do so in a new way that feels fresh, exciting, and true to what people have always loved about it.”
To lead this new chapter, Carol Deacon has been appointed President of Bed Bath & Beyond Canada. A respected leader with experience at McKinsey & Company, Canadian Tire and Foodtastic, he said she brings a unique blend of operational excellence, customer insight, and brand-building acumen.
“Carol is a thoughtful and dynamic leader who knows how to bring brands to life,” said Schaefer. “Carol’s ability to lead with both vision and style makes her the ideal person to transform this inspirational brand into a curated assortment of treasures for Canadian homes.
“Bed Bath & Beyond holds a special place in the hearts and homes of Canadians,” said Deacon. “This is a rare chance to write a new chapter — one that stays rooted in the brand’s emotional imprint, but looks ahead with purpose and imagination.”
“There’s something truly special about the way Canadians have felt about Bed Bath & Beyond. That emotional connection — that sense of comfort and memory — is what excites me most. I feel incredibly privileged to help bring that feeling back in a refreshed way.
Additional details about the brand’s return will be shared prior to the grand opening scheduled for Q3 2026.
Schaefer said the Canadian relaunch of Bed Bath & Beyond will be with a smaller store format, a refreshed product mix and an initial digital-first approach.
In an interview with Retail Insider, Schaefer said the retailer acquired the rights to the Bed Bath & Beyond brand for Canada and the United Kingdom from Overstock.com earlier this year. He said the move followed the U.S. chain’s bankruptcy and a review of the Canadian operations, which he described as “a mess.”
Schaefer said Sleep Country saw an opportunity after U.S. tariffs created new market conditions.
“We’re interested in Bed Bath & Beyond, and we want to take it over for Canada and we also want to take it over for the UK,” he said.
The group of brands under the Sleep Country umbrella include Dormez-vous, Endy, Hush, Silk & Snow, Casper and Simba.
The expansion into the U.K. aligns with Sleep Country’s acquisition of Simba, a bed-in-a-box brand Schaefer called “the largest and most well-known” in that market. He said the UK business also includes a “fabulous digital team.”
Schaefer said the company’s goal is to bring Bed Bath & Beyond “back to its heyday” with a curated assortment focused primarily on bed and bath. “It won’t be as deep and wide as it was before,” he said, noting that the previous chain had neglected core categories. “They weren’t doing the mattresses, they weren’t doing their headboards, they were doing very little bed linens.”
Sleep Country will incorporate its own brands — including Casper, Endy, Hush and Silk & Snow — into the revived chain. While kitchen products will be part of the assortment, Schaefer said the company plans to bring in specialists to develop that segment.
Schaefer said the retailer is targeting an opening window in the third or fourth quarter of next year, although timelines remain flexible. “We’re not going to rush it. We’re going to do it right and we’re going to build out a wonderful new personality for this brand,” he said.
The relaunch will begin online before moving into physical stores, which will be separate from Sleep Country locations. Schaefer said stores will be smaller than the former Bed Bath & Beyond footprint and will use a fresher design.
He said the company has not determined how many stores will open in Canada, noting the planning process is still in its early stages. “It’s very rare to be able to buy a brand name as loved and powerful as Bed Bath & Beyond,” he said. “We’re going to really take our time to plan this properly.”
Schaefer expects to have more clarity by the end of the first quarter next year. He said digital performance will help guide decisions on store locations and product preferences.
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I hope this succeeds. I’ve missed BBB ever since it closed. Smaller stores definitely make sense. Hopefully they don’t go too small however. Something closer to a Shoppers size perhaps, a box but not a big box. I feel their best chance of success will be with affordable private label goods. People are less brand conscious then before. Some brands are worth the money (Breville, Shark/Ninja, Zwilling) but who needs designer hand towels or overly elaborate place settings? Give people value. If this new BBB and the new Zellers are successful I think that would be great indicators of a healthy retail environment for Canada.