Bed Bath & Beyond makes a comeback: 22 physical stores to reopen

Bed Bath & Beyond, which went through bankruptcy and closed all its physical locations several years ago, has announced a return to brick-and-mortar retail with 22 new store openings across various US states. Notably, the company is making a point of honoring old 20% discount coupons that technically expired long ago — a marketing move aimed at winning back a loyal customer base. The brand was acquired by new owners after the original company collapsed, and they are now betting heavily on consumer nostalgia. From an investment standpoint, the case is interesting as an example of attempting to revive a once-famous brand in a challenging environment for physical retail. Analysts remain divided on the long-term viability of the business model.