Veteran executive Francesca shifts to Kirkland's Chief Financial Officer role, aligning with the company's transformation into 'Brand House Collective'
In a significant move to reshape the home retail landscape, Kirkland's, now known as The Brand House Collective, has announced a comprehensive business model transformation. The new strategy involves a strategic partnership with Beyond Inc., a shift towards a multi-brand operating model, and key leadership appointments.
## Strategic Overview
### From Single-Brand to Multi-Brand Operator
The Brand House Collective is transitioning from a single-brand home décor retailer to a multi-brand retail operator. The company will manage merchandising, supply chain, and retail operations for several home brands under the Beyond Inc. umbrella, including Bed Bath & Beyond, Overstock, and buybuy Baby.
### Brick-and-Mortar Leadership for Beyond’s Brands
The Brand House Collective will lead the brick-and-mortar strategy for Beyond Inc.’s major brands, expanding its operational scope and potential revenue streams.
### Operational and Leadership Reset
#### Store Network Rationalization
The company is streamlining its store footprint from over 313 locations to about 290, focusing on high-traffic and strategically important markets.
#### Merchant-Led Organizational Structure
The new structure is flatter and more merchant-focused, with dedicated leaders for each brand, enhancing accountability and agility in decision-making.
#### New Leadership Team
The appointment of a new CFO (Andrea Courtois) and other executives is designed to bring expertise in financial planning and analysis for multi-brand retail operations. Board changes, including four new directors (two nominated by Beyond), deepen the partnership with Beyond Inc. and bring additional expertise in finance, consumer research, operations, and merchandising.
## Multi-Brand Retail Execution
### Store Conversions and Rollouts
The strategy includes converting existing Kirkland’s stores into Bed Bath & Beyond Home locations, starting with Nashville in August 2025, and expanding to other markets based on initial results. Overstock will also launch physical retail through select locations, while buybuy Baby store designs are being finalized.
### Co-Branding and Digital Integration
The Kirkland’s Home website will co-brand with Bed Bath & Beyond Home to drive awareness and accelerate growth.
## Expected Outcomes
### Increased Foot Traffic and Brand Leverage
By managing well-known brands like Bed Bath & Beyond and Overstock, The Brand House Collective aims to drive foot traffic and revitalize customer engagement at physical retail locations. The strategy targets revitalizing brands with loyal followings that struggled in pure e-commerce environments, betting on the enduring appeal of trusted names.
### Operational and Financial Efficiencies
Store network rationalization and operational cuts, including a $5 million loan and inventory reductions, are intended to slash costs and streamline inventory, with a goal of stabilizing margins around 25%. The multi-brand approach is designed to create economies of scale in merchandising and supply chain operations, potentially improving profitability.
### Growth and Scalability
The partnership enables Beyond Inc. brands, which have traditionally been e-commerce focused, to re-enter or expand their physical retail presence with a seasoned operator. The structure is built to support additional brands and concepts, positioning The Brand House Collective for future growth and collaborations.
In summary, the strategy of The Brand House Collective hinges on leveraging strong brand equity, streamlining operations, and executing a multi-brand retail model—aiming to drive growth, operational efficiency, and market relevance in a challenging retail environment. The partnership with Beyond Inc. brings a wealth of experience and resources to help Kirkland’s navigate this transformation.
- The Brand House Collective's new strategy involves managing multiple home brands under Beyond Inc., such as Bed Bath & Beyond, Overstock, and buybuy Baby, as part of its transition from a single-brand retailer to a multi-brand operator.
- The company's CFO, Andrea Courtois, is among the key leadership appointments aimed at boosting financial planning and analysis for the multi-brand retail operations.
- The brand aims to increase foot traffic and revitalize customer engagement at physical retail locations by leading the brick-and-mortar strategy for Beyond Inc.’s major brands.
- The multi-brand approach is designed to create operational efficiencies and accountability with a flatter, merchant-focused organizational structure and a goal of stabilizing margins around 25% through store network rationalization and inventory reductions.
