Bed Bath & Beyond’s mission to drive growth through its own brands begins in earnest today with the debut of Nestwell, its first private label offering. The bedding and bath brand is a collection of 1,200 items priced between $6 and $260.
“We’re spending one-third of our time in bed—probably more so now that we’re sheltered at home,” says Cindy Davis, who joined as chief brand officer last year. “What we learned from our customers is they know how important getting a good night’s sleep is, but the choices are overwhelming.”
Nestwell, which was developed following a study conducted by the Union, N.J.-based retailer, aims to change that by offering consumers an online quiz to determine their sleep style before pointing them in a personalized merchandise direction.