New Bed Bath & Beyond Owner Files Trademark for “The Legendary Coupon” Ahead of Grand Comeback
Bed Bath & Beyond is staging a retail revival, and it’s bringing back one of the most iconic symbols of American home goods shopping: the big blue coupon.
Following the brand’s acquisition in bankruptcy by Overstock and a subsequent licensing deal with Kirkland’s to reopen physical store locations, the new owners are making it clear that they know the value of nostalgia.
To reinforce the relaunch, Beyond, Inc. (the owner of the Bed Bath & Beyond intellectual property, which was formally known as Overstock) has filed a trademark application with the U.S. Patent and Trademark Office for the phrase “The Legendary Coupon.”
Filed on July 31, the trademark application seeks to protect the phrase in connection with retail store services. Notably, the trademark application includes a screen capture from BedBathandBeyond.com showcasing the familiar oversized coupon as it once appeared in mailboxes across the country.
And now, the coupon has a name: “The Legendary Coupon.”
Example of “The Legendary Coupon” from the Trademark Application
The trademark application underscores how central the coupon was to Bed Bath & Beyond’s brand identity. In media reports surrounding the company’s bankruptcy, executives referred to the famous discount flyer as “one of the greatest retail coupons of all time.”
Now, with new leadership and a renewed retail strategy, the company aims to not just revive the coupon but formally name and protect it.
So check your mailbox. The next era of Bed Bath & Beyond is officially underway, and it’s bringing “The Legendary Coupon” with it.
Josh Gerben, Esq.
Josh Gerben, Esq. is a nationally recognized trademark attorney and the founder of Gerben IP. Since launching the firm in 2008, he has overseen the registration of over 10,000 trademarks and handled over 1,500 trademark disputes. Josh's practice focuses on building and defending global trademark portfolios for clients. These clients include entrepreneurs, private equity-backed businesses, athletes, celebrities, and public companies. Frequently quoted by major media outlets like CNBC, CNN, The New York Times, and The Wall Street Journal, Josh is widely regarded as a leading authority in trademark law.
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