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From Home Furnishing Business

Bed Bath & Beyond & Bilt Announce Strategic Partnership

April 27, 2026  by Karen Parrish in Business Strategy, Industry   

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 Vision

Bed 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 replatforming 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.

"Everything Home is about meeting customers where they are in life and staying relevant as their needs evolve," said Marcus Lemonis, CEO and Executive Chairman of Bed Bath & Beyond. "That requires a connected platform behind the scenes that works across brands, not another layer of fragmentation. Bilt gives us the ability to recognize our customers, reward long-term engagement, and build lasting relationships across the full home journey."

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.

"At Bilt we connect the home to neighborhood commerce," said Ankur Jain, Founder and CEO of Bilt. "Bed Bath & Beyond is taking a long-term view of the home category by building a connected platform with Bilt that grows with the customer, while rewarding them. This partnership brings together our shared values around durability, flexibility, and putting the customer relationship at the center of everything we do."

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.