Daily News
From Home Furnishing Business
Beyond Enters Agreement to Sell Majority Stake in Zulily Brand
March 18,
2025 by Karen Parrish in Business Strategy, Industry 
Beyond, Inc., owner of Bed Bath & Beyond, buybuy BABY and Overstock announced that it has entered into a definitive agreement to sell its Zulily brand to Lyons Trading Company, the operator of leading online off-price retailer Proozy.com. Beyond will receive $5 million while maintaining a 25% stake in the brand.
“We have made significant progress in improving the performance of Bed Bath & Beyond and Overstock.com through sequential margin improvement, improved site experience, vendor consolidation and right-sizing our fixed expenses. With the recent acquisition of buybuy Baby, we want our team laser focused on our core brands as we march towards profitability,” said Adrianne Lee, Beyond’s President and CFO.
“This sale reflects our commitment to resource optimization, our mandate to delivering profits for our home and family-centric brands, and a focus on our largest growth opportunities as a Company,” said Alex Thomas, COO of Beyond.
The Company expects the impact of the sale to be immaterial to its adjusted earnings per share on a full-year basis.