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.

The brand, which Davis says is the biggest owned brand launch the retailer has ever had, will herald the debut of eight other brands Bed Bath & Beyond plans to introduce this year—six of which will hit shelves within the first six months of the fiscal year. The company says it will triple the sales penetration from its private brand stable within the next three years. It’s a strategy that has worked well for competitor Target, which began an aggressive expansion of its own store brands, including kids wear label Cat & Jack and grocery brand Good & Gather, 10 of which have become billion-dollar brands. Creating owned brands gives the retailer control and flexibility without having to rely on wholesale deals and vendor relationships. Two years ago, Bed Bath & Beyond CEO Mark Tritton joined the retailer from Target, where as chief merchant he grew the Minneapolis-based retailer’s private brand stable.

To boost awareness about Nestwell, and the other brands in the pipeline, Bed Bath & Beyond plans to run targeted emails and messages to its 37 million customers, Davis says, noting the marketing will include digital video and the use of influencers on social channels. As part of the new company strategy, roughly half of the 950-store chain are in the process of being remodeled.

All of the messaging for Nestwell, and the individual marketing of other new brands set for later this year, was done in-house. In January, Bed Bath & Beyond announced the appointment of Muh-Tay-Zik/Hof-Fer as lead brand agency, following a review. The agency’s work on a Bed Bath & Beyond brand campaign will air next month.

Yet the coupons that have long been associated with the blue-and-white branded retailer will remain, Davis says. Though brands like Nestwell will have simplified pricing, including an $8 towel, mailed discounts will help encourage customers to try the new products, she says.

“The coupon is a really important part of our iconic brand, our history and definitely an important part of our DNA going forward,” Davis says. “The main things we’re focused on is making sure we’re delivering that value to our customers in the right way.”

In recent years, Bed Bath & Beyond has struggled to connect with consumers as sales have slumped. Despite selling many of the same home essentials as larger rivals Walmart and Target, and also offering services such as same-day delivery and curbside pickup, the chain has remained in the shadows during the frenzied shopping of the pandemic. For the most recent quarter, Bed Bath & Beyond reported a 5% decline in net sales to $2.6 billion.

Learn more about strategies in retail by attending Ad Age Next: Retail, a digital conference on April 20. Register here.