Dive Brief:

• Bed Bath & Beyond on Wednesday announced its next round of private labels: kitchen and dining ware brand Our Table, home brand Wild Sage, and storage and organization brand Squared Away.

• The brands will launch by mid-July, ahead of the back-to-college shopping season, according to a press release.

• Including the new brands, Bed Bath & Beyond has introduced six private labels in the past five months, ahead of its previously estimated six-month timeframe.

Dive Insight:

Bed Bath & Beyond is charging ahead in its plan to roll out at least eight owned brands by February next year, a key component of its three-year turnaround plan.

Earlier this year, it launched Nestwell and Simply Essential, and relaunched the Haven brand.

The latest cohort of brands will launch as students plot their return to campus after a school year largely disrupted by the pandemic. To accommodate for the shift last year, Bed Bath & Beyond introduced College from Home, a shopping experience to help consumers transform childhood bedrooms into virtual learning spaces.

The new brands will also allow the retailer to improve margins and expand its merchandise assortment. Our Table will feature over 1,100 products across food prep, cookware, bakeware, kitchen linens and utensils, among other things. With nearly 600 products for the bathroom, bedroom, living area and dining space, Wild Sage offers a mix of "creative and affordable finds." And Squared Away has nearly 300 cleaning, storage and organization products.

"We identified meaningful gaps where we could bring exceptional quality, style and value to our customers and help us address unmet customer needs with these exciting new lines only available at Bed, Bath & Beyond," Chief Merchandising Officer Joe Hartsig said in a statement. "The upcoming launches of Our Table, Wild Sage and Squared Away will be important new enablers as part of our broader room resets that help elevate our overall customer experience, particularly in these important destination categories."

Prior to Bed Bath & Beyond's recent initiatives, the retailer had fairly little private label penetration, something investors had criticized. The company said its goal now is to triple sales penetration from 10% to about 30% over the next three years.