In August, Overstock relaunched BedBathandBeyond.com, saying the site will offer kitchen, bed and bath-related items, as well as a growing assortment of furniture and other home product categories. - OVERSTOCK

Overstock.com is changing its name as part of a rebrand effort tied to its $21.5 million acquisition of bankrupt Bed Bath & Beyond’s intellectual property rights.

In an Oct. 24 filing with the U.S. Securities and Exchange Commission, the Midvale, Utah-headquartered e-commerce platform unveiled its new corporate identity, Beyond Inc., as well as plans to transfer its stock listing from the Nasdaq Global Market to the New York Stock Exchange, where it will trade under the ticker symbol BYON.

The changes – which are effective Nov. 6 – set “us up for a brighter future,” Overstock Chief Executive Officer Jonathan Johnson said in a statement. 

“As we continue the process of transforming our consumer brand, our new corporate name will help us reach millions of new customers with our advantageous and differentiated, asset-light ecommerce business model. The name ‘Beyond’ emphasizes our commitment to connect new and legacy customers with a wide assortment of products and services. Since our founding in 1999, the company has focused on bringing technical expertise to ecommerce and providing a simple and easy experience for consumers and supplier partners. We expect the corporate name change to enhance the awareness of our iconic consumer brand, Bed Bath & Beyond,” he said.

After winning the Union-based home goods retailer’s IP auction in June, Overstock brought back the brand two months later, launching a refreshed website and mobile app where shoppers can purchase home décor, furniture, bedding and kitchenware.

Going forward, Overstock said it will use the Bed Bath & Beyond name for its consumer-facing e-commerce business.

Overstock will continue to trade on the NASDAQ with the ticker symbol OSTK until the close of market Nov. 3, the company also said. When the market opens Nov. 6, Beyond will debut on the NYSE, with representatives of the company scheduled to ring the opening bell that morning.

“We are grateful to NASDAQ for their partnership and support over the years,” Johnson stated. “We are thankful to the NYSE for welcoming us to its prestigious platform. We are excited to join many of the world’s biggest consumer brands, as we begin a new chapter in our corporate transformation.”