Beyond, Inc. Closes on the Purchase of Buy Buy Baby

Beyond, Inc. (NYSE: BYON), the ecommerce-focused affinity company, has successfully closed on the purchase of the global rights to the Buy Buy Baby brand. The acquisition, valued at $5 million, includes assets, databases, domains, intellectual property, vendor relationships, and content related to Buy Buy Baby. This strategic move aligns with Beyond's long-term goals and brings several benefits to the company's portfolio.



Strengthening the Beyond Portfolio
The acquisition of Buy Buy Baby is driven by the belief that the brand has a strong future both online and in brick-and-mortar stores. Kirkland's, Beyond's omnichannel partner, will have full flexibility to integrate Buy Buy Baby into Bed Bath & Beyond stores or open standalone locations under each legacy banner. This integration will strengthen Beyond's omnichannel presence and provide consumers with a more comprehensive shopping experience.

Tokenizing Intellectual Property
Beyond and tZERO, with its SEC-regulated special purpose broker dealer license, are exploring the tokenization of a portion of Buy Buy Baby's intellectual property. This could lead to two separate offerings on the tZERO platform: a digital dividend for current Beyond shareholders and an offering for new investors interested in owning a share of the intellectual property. These offerings aim to provide a revenue share on the brand's omnichannel revenue and loyalty benefits across the Beyond platform.

Building the "LifeChain"
Beyond sees an opportunity to leverage tZERO's blockchain technology and the Buy Buy Baby assets to build a ledger that records all significant life events. This initiative, called the "LifeChain," will integrate consumers' financial and digital assets into a single, secure digital wallet supported by Salesforce and its Agentforce technology. This could enhance consumer data security and create a new revenue stream for Beyond.

The acquisition of Buy Buy Baby aligns with Beyond's mandate of operating a profitable company focused on traditional revenue and earnings growth. By leveraging the evolution of tokenizing assets and securing data related to homes and life, Beyond is positioning itself as a leader in the ecommerce and retail space. The company's portfolio includes Bed Bath & Beyond, Overstock, Zulily, and other related brands, all contributing to its comprehensive ecommerce platform.

In conclusion, the acquisition of Buy Buy Baby is a strategic move for Beyond, Inc. that strengthens its portfolio, offers new growth avenues, and aligns with the company's long-term goals. By leveraging blockchain technology and exploring tokenization, Beyond is at the forefront of digital innovation in the ecommerce and retail space.