Kirkland's, Inc. Transforms into The Brand House Collective for Future Growth

Kirkland's, Inc. Transforms into The Brand House Collective

In a bold move aimed at revitalizing its presence in the retail sector, Kirkland's, Inc. has announced plans to rebrand as The Brand House Collective, Inc. This transformation reflects not only a new name but a comprehensive strategy to embrace multi-brand merchandising and efficient operations. The company intends to capitalize on the momentum gained through its partnership with Beyond, Inc., which includes the iconic brands Bed Bath & Beyond, Overstock, and buybuy Baby.

A Vision for Change

Amy Sullivan, the CEO of Kirkland's, expressed that the evolution of their business model became evident as the partnership with Beyond developed. The Brand House Collective signifies a renewed identity aligned with their vision to operate as a multi-brand powerhouse in retail. Sullivan articulated a commitment to creating a leaner and performance-driven organization that responds to the evolving marketplace, effectively managing resources by reducing excess inventory and optimizing store locations.

The company's strategy includes an operational reset designed to streamline its footprint and strengthen core capabilities. By consolidating real estate and leveraging underperforming stores for closures, Kirkland's aims to enhance inventory turnover and optimize asset returns. The plan is to ultimately maintain around 290 store locations, establishing a robust foundational base for both Kirkland's Home and its partner brands.

Accelerated Brand Conversion Initiatives

Another integral aspect of this strategic transformation is the planned reintroduction of Bed Bath & Beyond Home. This initiative is set to focus on creating meaningful family experiences across various spaces in the home, redefining the customer experience. The first converted store is slated to open in Brentwood, TN, in August 2025. Following this launch, an additional five stores are planned in the Greater Nashville area, which was strategically chosen due to close proximity to the company's headquarters.

The brand conversion strategy aims to unify the Kirkland's Home website with Bed Bath & Beyond Home, enhancing the customer experience online as physical locations undergo transformation. Additionally, the company recognizes significant potential to expand the Overstock brand in physical retail, with plans for an initial Nashville store and an eventual rollout of up to 30 new locations.

Leadership Overhaul to Drive Results

In line with its rebranding, Kirkland's has implemented a comprehensive corporate reorganization focused on driving performance and aligning talent with specific growth priorities. This streamlined structure empowers dedicated merchants to lead individual brands, supported by centralized teams in finance, operations, and technology. By doing so, Kirkland's aims to enhance decision-making speed and unify its strategic vision.

The leadership team has seen a recent bolstering of industry veterans, bringing a wealth of experience from reputable brands. Jamie Schisler has been appointed as Chief Operating Officer to oversee critical functions, while Kerri Dlugokinski, with her extensive background at Target Corporation, takes the reins of merchandising for Bed Bath & Beyond Home. Such appointments are expected to inject new energy and perspective into the organization.

Looking Ahead

As the rebranding transition approaches, Kirkland's anticipates a shareholder vote on July 24, 2025, for the name change to The Brand House Collective and the accompanying ticker symbol shift from KIRK to TBHC. This pivotal change embodies the company's commitment to driving growth through innovative strategies and maintaining a customer-first ethos.

Kirkland's legacy as a specialty retailer is poised for renewal through this ambitious journey, reinforcing its mission to deliver quality home décor and furnishings while adapting to the modern retail landscape. For more information regarding their offerings and changes, customers can visit their website at www.kirklands.com.