Soon, Overstock.com will turn into Bed Bath & Beyond — at the very least in digital kind.

Overstock, which final week paid $21.5 million to accumulate the bankrupt retailer’s mental property, mentioned on Wednesday that it could begin working its web site below the Bed Bath & Beyond title.

The change will roll out in Canada in early July. Starting in August, a couple of month after the ultimate Bed Bath & Beyond shops within the United States shut, prospects within the nation who go to overstock.com might be redirected to bedbathandbeyond.com.

Overstock’s cellular app and its rewards program may also be rebranded. Company executives plan to finally deliver again Bed Bath & Beyond’s standard wedding ceremony registry.

As Overstock folds the bankrupt retailers’ belongings into its personal operations, it’s contemplating renaming its enterprise totally, mentioned Jonathan Johnson, the corporate’s chief govt. It would possibly decide on Bed Bath & Beyond, he added, however different names are being thought-about, too.

“I can’t tell you how many times I’ve been asked over the years when we’re going to change the name of Overstock,” mentioned Mr. Johnson, who has been on the helm since 2019.

For years, Overstock.com has been looking for a method to replace its picture as a liquidator, which was the way it began in 1999. The firm has since moved away from promoting solely furnishings at basement discount costs, however in the end, Mr. Johnson mentioned, its title was holding it again within the eyes of customers.

It’s betting Bed Bath & Beyond’s title may help change that.

“We will probably have both logos for a little bit, but the goal is to transition as quickly as possible to Bed Bath & Beyond,” Mr. Johnson mentioned.

When the home-goods retailer filed for Chapter 11 bankruptcy in April, Mr. Johnson noticed a possibility for his personal firm. In 2018, when Patrick Byrne, then Overstock’s chief govt, wished to sell the retail enterprise to deal with cryptocurrency expertise, Bed Bath & Beyond was a possible purchaser, Mr. Johnson mentioned. That deal by no means occurred.

The tables turned when the pandemic hit and Overstock’s gross sales surged. Bankers approached the corporate, suggesting that it should buy Bed Bath & Beyond.

On the opposite hand, Bed Bath & Beyond was financially battered by the pandemic. Like many retailers, it needed to quickly shut its shops, and its provide chain buckled as the corporate sought to maintain up with the demand in on-line purchasing. Sales fell drastically as firm executives made a number of merchandising and advertising missteps.

“We’ve been watching and watching, and last year when Bed Bath & Beyond fell on some troubles we started thinking, ‘Gee, if it goes bankrupt, we might have the opportunity to purchase what we like without purchasing what gave us pause before,’” Mr. Johnson mentioned. (Overstock didn’t buy Bed Bath & Beyond’s retailer areas or stock.)

In the week after its bid for Bed Bath & Beyond’s belongings grew to become public, Overstock added greater than 100,000 bedding and bathtub objects to its web site as distributors raced to do enterprise with the corporate. This was after months of Overstock’s courting them and making concessions like agreeing to carry stock in warehouses, a uncommon transfer for the web retailer. Now, Mr. Johnson mentioned, he doesn’t suppose his firm must try this to win distributors over.

The acquisition additionally offers Overstock a trove of buyer information. It has info on what Bed Bath & Beyond buyers purchased on-line and the way ceaselessly they visited the web site — a useful software as Overstock contends with its personal falling gross sales. On Wednesday, the corporate mentioned it anticipated its second-quarter income to say no within the low 20 p.c vary from the 12 months earlier than.

Overstock’s gross sales peaked in 2021, when extra individuals purchased furnishings through the peak of the pandemic. Its energetic prospects have additionally been declining, and it mentioned in April that it had 4.8 million customers. Bed Bath & Beyond’s energetic buyer listing for its internet buyers is twice as giant.

Overstock expects that its buyer depend will improve within the coming months, whereas the common quantity that buyers spend could shrink as a result of the small home equipment and residential items that Bed Bath & Beyond was recognized for are inexpensive than the couches and patio tables Overstock usually sells. The on-line retailer may also spend extra on advertising to make customers conscious of its branding modifications.

This deal comes as U.S. customers are spending much less on furnishings and extra on consuming out and touring. Sales at furnishings and residential furnishing shops within the first 5 months of the 12 months fell practically 3 p.c from a 12 months earlier, in accordance with Commerce Department data, which isn’t adjusted for inflation.

“Opportunities like this come up once in a while, and they come up sometimes when times are tough,” Mr. Johnson mentioned. “Will the category still be tough in the short to medium term? I think so, but I think getting all these new customers and rebranding helps us cut through some of that headwind.”

During the mixing course of, Overstock plans to rent staff with advertising, merchandising and expertise experience. The firm has been making an attempt to recruit former Bed Bath & Beyond staff.

As for the destiny of Bed Bath & Beyond’s famed 20 p.c coupon?

“We’ll always be a couponer; we’ll always do the site sales,” Mr. Johnson mentioned. “Whether we run at 20 percent as frequently as Bed Bath did — probably not. But it’ll be there for the beginning.”