When Carol Deacon was approached about leading the return of Bed Bath & Beyond in Canada, she saw an opportunity that combined her retail experience with the chance to rebuild an iconic brand from the ground up.
Deacon, president of Bed Bath & Beyond Canada, says the role was a “dream job” and a once-in-a-lifetime opportunity, particularly because she would have the backing of Sleep Country, which acquired the Bed Bath & Beyond brand in Canada. Deacon was also a former Bed Bath & Beyond customer, giving her a personal familiarity with the brand she is now helping bring back to the Canadian market.
The relaunched Bed Bath & Beyond began online as Deacon and her team work to understand how Canadians shop today before moving into physical retail. The company plans to open stores in 2027, with smaller locations than the brand historically operated and a national real estate strategy still taking shape.
In an interview with Retail Insider, Deacon said the digital-first approach is intended to help the company learn about customer preferences and use those insights to guide decisions about its future stores.
“We will be opening stores later in 2027,” she said, adding that the company is still working through its real estate strategy.
Growing as the need exists
Deacon said the company has historical information about where the retailer performed well, including the Toronto area and Western Canada. However, it has not settled on specific locations or a target number of stores.
“We will grow as the need exists, but we don’t have a set number in mind right now,” she said.
The decision to begin online reflects changes in the retail landscape since Bed Bath & Beyond left Canada in 2023. Deacon said the closure created a void in the market and that she believes the timing is right for the brand’s return. Launching digitally also allows the retailer to reach Canadians across the country while developing an understanding of what shoppers want from the business.
The company expects its stores to be smaller than the locations it operated in the past, although Deacon said no specific square footage has been established. The retailer is aiming to appeal to both former customers and new shoppers, with a focus on Canadians going through life transitions or other milestones that prompt them to buy products for their homes.
Sleep Country support
Deacon said the brand’s potential audience extends beyond a single demographic, reflecting the range of consumers who want to make their living spaces feel personal.
“I don’t think there’s a single definition on what makes a home truly feel like it’s yours,” she said.
Sleep Country’s ownership has also provided operational support as the business prepares for its return, Deacon said.
The company has drawn on resources across Sleep Country’s functional teams, including supply chain, logistics, finance and human resources. It has also received assistance with its e-commerce platform, leveraging digital expertise from other direct-to-consumer brands within the broader organization. The relationship extends to merchandising, with Bed Bath & Beyond planning to carry some assortment from other brands in the group.
First stage in re-establishing the brand in Canada
Deacon said the businesses will maintain distinct brand offerings while working closely together behind the scenes.
As the relaunch progresses, Bed Bath & Beyond plans to expand its product assortment over the coming weeks and months, with selections evolving alongside the seasons. Deacon described the online launch as the first stage of a longer process to re-establish the brand in Canada, with physical stores representing the next major step.
For now, the company is focused on learning from its initial e-commerce operations before making further decisions about its retail footprint.
“We’re excited to show Canadians how we’ve reimagined this brand, and we’re going continue to evolve it,” Deacon said.
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