From Overstock.com to Beyond Inc.: A Major Corporate Rebranding and Stock Exchange Shift

2025-12-31 10:25:44

The curtain is closing on one era and rising on another. Overstock.com stock is undergoing one of its most significant transformations yet, as the company officially transitions to Beyond, Inc. The change takes effect on November 6, 2023, marking a watershed moment for the Salt Lake City-based retailer.

The Big Three Changes Coming November 6

When markets open on November 6, 2023, investors will notice three major shifts simultaneously:

New Corporate Identity: Overstock.com, Inc. becomes Beyond, Inc.
New Listing Home: Operations transfer from NASDAQ to the New York Stock Exchange (NYSE)
New Ticker Symbol: The stock moves from OSTK to BYON

The transition represents more than a cosmetic rebrand. It signals the company’s full commitment to its furniture and home furnishings ecommerce platform, now operating under the Bed Bath & Beyond brand.

The Origin Story: How We Got Here

The journey to this rebrand began earlier in 2023. On June 28, 2023, Overstock.com acquired the Bed Bath & Beyond brand and its associated intellectual property. This wasn’t a minor acquisition—it represented a strategic pivot for the entire organization.

Following the acquisition, the company moved fast. The Canadian operation launched bedbathandbeyond.ca on June 29, 2023 (replacing overstock.ca). Then came the U.S. rollout on August 1, 2023, with bedbathandbeyond.com taking over from overstock.com, alongside a new mobile application. Today’s announcement of the corporate name change represents the logical final step in this transformation arc.

What Beyond Inc. Actually Does

Under its new corporate identity, Beyond Inc. operates as an ecommerce powerhouse in home furnishings and furniture retail across both the United States and Canada. The company manages an extensive catalog covering furniture, bedding and bath products, patio and outdoor gear, area rugs, tabletop and cookware, home décor, storage and organization solutions, small appliances, and home improvement items.

The business model emphasizes what executives call an “asset-light” approach—meaning the company leverages technology and supply chain efficiency rather than massive physical infrastructure.

Why the Switch from NASDAQ to NYSE?

CEO Jonathan Johnson explained the strategic thinking: “Changing our corporate name to Beyond, Inc. sets us up well for a brighter future. The new corporate name will help us reach millions of new customers with our advantageous and differentiated, asset-light ecommerce business model.”

The move to NYSE represents an important repositioning. “We are excited to join many of the world’s biggest consumer brands,” Johnson noted, signaling that the company sees itself as now part of a larger, more prestigious class of retailers.

Lynn Martin, NYSE President, echoed this sentiment: “Under its new name, Beyond, Inc. joins a world-class community of peers in the retail space at its new listing home, where it can leverage the visibility, unmatched trading platform and other advantages only found at the NYSE.”

Timeline for Investors

Until November 3, 2023: Overstock.com stock continues trading on NASDAQ under ticker OSTK during regular market hours.

November 6, 2023: Beyond Inc. launches on the NYSE under ticker BYON when markets open at 9:30 AM ET. Representatives from the company will ring the opening bell to mark the occasion.

Looking Back, Looking Forward

Since its founding in 1999, Overstock.com built a reputation as a technology-focused innovator in ecommerce. The company focused on “bringing technical expertise to ecommerce and providing a simple and easy experience for consumers and supplier partners.”

The corporate name change crystallizes where the company is heading. By becoming Beyond Inc., the company emphasizes its mission to “connect new and legacy customers with a wide assortment of products and services.” The rebrand isn’t abandonment of the past—it’s a deliberate step toward the future.

Johnson summed it up: “We are grateful to NASDAQ for their partnership and support over the years. We are thankful to the NYSE for welcoming us to its prestigious platform.” This measured gratitude toward the past, combined with enthusiasm for what’s ahead, captures the moment perfectly. Overstock.com stock holders are witnessing not a disruption, but a carefully orchestrated evolution of a company that has been reimagining itself since day one.

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