Bed Bath & Beyond, Inc. and Bilt announced a strategic partnership to create a more connected, rewarding, and seamless experience for customers across the Bed Bath & Beyond portfolio, including Bed Bath & Beyond, The Container Store, Kirkland?s, Overstock, and buybuy BABY. Together, the companies will bring Bilt?s customer identity, loyalty, and engagement platform into Bed Bath & Beyond?s growing ?Everything Home? ecosystem, thereby creating a shared foundation that recognizes customers across all brands, rewards long-term engagement, and supports how people live in, move through, and invest in their homes.
The partnership reflects a shared belief that the future of retail isn?t built around isolated transactions or single-brand loyalty programs, but around durable relationships that evolve as customers? lives change. Advancing the Everything Home VisionBed Bath & Beyond is building a modern home platform that spans everyday essentials, organization, furnishing, and major life moments, from moving and family growth to renovation and replat forming the home over time.
Delivering on that vision requires more than great products; it requires a unified way to understand customers, engage them meaningfully, and create value across brands. Through this partnership, Bed Bath & Beyond and Bilt will jointly deliver that foundation, connecting customer identity, loyalty, and engagement across the portfolio while allowing each brand to maintain its distinct positioning, voice, and experience. A Shared Platform Built for Scale and Flexibility: At the core of the partnership is Bilt?s Guest Experience Platform, which will operate as a shared intelligence layer across Bed Bath & Beyond?s portfolio.
The platform is designed to scale with the ecosystem and support: Unified Customer Identity: A single sign-on and persistent customer profile that enables recognition across brands and channels. Modern Loyalty Infrastructure: Flexible rewards and benefits tied to engagement, lifestyle, and services, not just transactions. Coordinated Engagement: More relevant, consistent communications and offers across touch points.
Portfolio-Level Insight: A shared view of customer activity that supports smarter personalization and long-term value creation. The platform will integrate with Bed Bath & Beyond?s existing commerce and operating systems, minimizing disruption while enabling future expansion into new categories and services. Expanded Value for Customers and Long-Term Collaboration: For Bed Bath & Beyond customers, the partnership will deliver a simpler, more intuitive experience, reducing friction, improving relevance, and creating continuity as customers engage with multiple brands over time.
Bilt Members will gain access to exclusive benefits when shopping at participating Bed Bath & Beyond locations in their neighborhoods nationwide, extending Bilt?s rewards ecosystem further into the home category. Details on member benefits and experiences will be announced later this summer. The partnership is designed to evolve, supporting future innovation across products, services, and customer experiences while maintaining a consistent foundation for identity, loyalty, and engagement.
