Image courtesy of Kirkland’s Inc.
NASHVILLE, Tenn. — Home décor retailer Kirkland’s Inc. is rebranding to The Brand House Collective to reflect its move to become a multi-brand operation under its partnership with Beyond Inc.
“From the moment our partnership with Beyond began, it was clear that our model needed to evolve,” said Amy Sullivan, CEO of Kirkland’s. “The Brand House Collective is more than a new name; it’s a bold declaration of where we’re headed. We’re aligning our identity with our vision to become a multi-brand merchandising, supply chain and retail operator, and (we’re) backing it with decisive actions to strengthen our foundation: reducing excess inventory, closing underperforming locations, optimizing real estate assets and enhancing talent across the organization.”
The name change will become official pending shareholder approval at the company’s annual meeting July 24. In conjunction with the name change, Kirkland’s will change its ticker symbol to TBHC from KIRK.
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As part of the operational reset, which includes real estate consolidation and inventory reduction, the company will move forward with about 290 of its current locations as the foundation for Kirkland’s Home, Bed Bath & Beyond Home and Overstock.
As previously announced, plans call for accelerating the launch of Bed Bath & Beyond Home stores through full-market conversions of existing Kirkland’s stores. The first store is planned to open in August in Brentwood, Tenn., with five more conversions to follow in the greater Nashville market.
Pending the results of the initial rollout, 75 more conversions are planned through 2026. To support the brand transition, drive awareness and accelerate growth, the Kirkland’s Home website will co-brand with Bed Bath & Beyond Home.
The Overstock brand will have its first physical retail location in Nashville, with plans to expand to about 30 locations after the pilot. Store designs for Buybuy Baby are also being finalized as are other potential concepts as part of the multi-brand strategy. The future real estate approach will align with the identity of each brand, the company said, and will be positioned in neighborhoods based on customer preferences.
Calling the changes a “defining moment” for the company, Sullivan said, “As we transition into The Brand House Collective, we are building a team that reflects the future we’re creating: bold, customer obsessed and rooted in merchant excellence. As we move forward, we will continue to strengthen our bench with the talent needed to drive performance, profitability and long-term growth.”
To support its transformation, Kirkland’s has executed a comprehensive corporate reorganization, with all brand and functional leaders reporting directly to Sullivan, who will serve as CEO and chief merchant and creative officer of The Brand House Collective.
New to the team are Jamie Schisler, chief operating officer; Kerri Dlugokinski, vice president-general merchandising manager of Bed Bath & Beyond Home; and Courtenay Adolf, vice president of supply chain.
New additions to the board of directors, effective June 14, are Eric Schwartzman, Neely Tamminga, Tamara Ward and Steve Woodward. They replace Ann Joyce, Charles Pleas III, Chris Shimojima, Jill Soltau and Susan Lanigan, all of whom resigned from the board. Sullivan will continue as a board member.