Beyond (BYON.US) has reacquired Buy Buy Baby for $5 million.

Beyond (BYON.US), the parent company of American home goods chain Bed Bath & Beyond, has announced that it has entered into an asset purchase agreement with BBBY Acquisition to acquire the global rights to the Buy Buy Baby brand. This news boosted Beyond's stock price by over 33% on Tuesday.

The $5 million acquisition price includes certain assets, databases, domain names, intellectual property, supplier relationships, and content related to Buy Buy Baby.

Bed Bath & Beyond, which previously owned Buy Buy Baby, filed for bankruptcy in 2023 after trying to open several physical stores but announcing in October last year that it would close all stores and transition to only online sales.

Now, Beyond says Buy Buy Baby "has a strong future online and in physical stores," according to the news. Overstock acquired the remaining part of Bed Bath & Beyond in mid-2023 and renamed it Beyond.

Beyond and tZERO, which have a special purpose acquisition company license regulated by the Securities and Exchange Commission, are also exploring the tokenization of some of Buy Buy Baby's intellectual property.

Analyst Jonathan Matuszewski and his team at Jefferies believe the $5 million price looks attractive for a brand with tens of billions of dollars in total revenue across channels, especially considering that Dream On Me, a baby care brand, paid $15.5 million for its intellectual property 20 months ago. However, Matuszewski warns: "Despite this, the brand's TTM online revenue is only around $35 million, and now will be operated by a third different management team in less than two years."

On the financial side, Buy Buy Baby is expected to make positive contributions to Beyond's margin in 2025.