With an eye on the youth market, Bed Bath & Beyond is launching the Wild Sage own brand, which is characterized as stylish, eclectic and free-spirited, attributes it has introduced into bedding, decor, furniture, bath products and table linens.
Created for young adults, and the young at heart, as well, Wild Sage offers consumers a chance to express their unique personalities, Bed Bath & Beyond asserted, just in time for the back-to-college season.
Designs in the Wild Sage product lineup ranging from bedding to bathmats have a global influence and affordable prices, with table linens ranging from $5 to $25 on the low end and furniture ranging from $50 to $150 on the high end.
Bed Bath and Beyond is introducing an integrated marketing campaign to support the Wild Sage launch that will include direct-to-consumer print and email collateral as well as blog posts, video and other content for social media, paid digital media placements, paid affiliate content and public relations support. The retailer has developed dedicated Wild Sage content for Instagram and TikTok channels. An influencer content series will invite a mix of Gen Z partners to create their own Wild Sage-inspired stories during a road trip across southern California in a custom-designed Airstream trailer and, later, to execute home projects.
Bed Bath & Beyond noted that it designed Wild Sage to attract one of its five key customer segments, the Creatives, a group of socially savvy Gen-Z and young Millennials who value experiences, self-expression and authenticity. Creatives tend to move more frequently and believe that a home should tell the unique story of its inhabitant, the retailer added, so bedrooms should set a vibe, bathrooms should have personality and kitchens should be full of creativity and family tradition.
Wild Sage is the fifth of at least eight private label product lines Bed Bath & Beyond will introduce in fiscal year 2021, with more possible. The launch of new own brands is a key pillar in the company’s comprehensive three-year transformation strategy, during which it will launch more than 10 owned brands. According to the retailer, the new brands represent its biggest product assortment change in a generation, delivering exceptional quality and affordability across the key categories of bedding, bath, kitchen and dining, storage and organization, and home décor.
Earlier this month, Bed Bath & Beyond was busy rolling out three new private-label lines, Our Table, Wild Sage and Squared Away, as noted on this site.
“Wild Sage speaks to our young, fashionable and on-trend customers looking to express themselves and create a personal space that tells their unique story,” said Joe Hartsig, Bed Bath & Beyond EVP, chief merchandising officer, and president of the company’s Harmon Stores operation, as he introduced the own brand. “Your home should be an expression of you — your experiences, your travels, your sense of humor, your energy — and your decor should reflect that, whether through a colorful rug that reminds you of an unforgettable destination you’ve explored, or an eclectic mix of throw pillows on your sofa that evokes your personality.”
