Beyond Inc. Sets Zulily Relaunch For September

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Zulily’s much anticipated relaunch under new ownership is slated for the third quarter.

Acquired by Beyond Inc. for $4.5 million this past March, the Zulily platform and site were expected to be fully operational by the end of the second quarter, or by June 30. It was initially thought that Beyond wouldn’t need to do much work to ramp up Zulily operations as its website and mobile app were already available on the Shopify platform. But retail veteran Marcus Lemonis, best known for reviving struggling businesses on CNBC’s “The Profit,” might have had other ideas once the company did a deeper dive on how best to position Zulily both within the company’s portfolio and in the marketplace. Lemonis became executive chairman of Beyond in February.

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“We are targeting to launch Zulily on Sept. 10,” Lemonis said during Beyond’s second-quarter earnings conference call on Tuesday. He noted that the company has completed the “architecture” for the flash-sale site and has “signed and are trading over 100 legacy vendors, with another 100 suppliers in the onboarding pipeline.” Lemonis said the site is currently in the internal testing stage. “This effort has been led by a combination of our own and existing staff as well as an unbelievable team of added key legacy Zulily leaders.”

David Nielsen, Beyond’s president and CEO, said the team of experienced merchants who were with Zulily know the customer and have established working relationships with important brand partners. He added that their “efforts are bearing fruit, and that in addition to “offering flash sales, we’ll also be offering an evergreen assortment of must-have basics on the site, which will require a member login and be additive to the P&L.”

Beyond was formerly known as online home retailer Overstock.com, but rebranded itself to move away from its closeout image after it acquired the Bed Bath & Beyond IP assets out of bankruptcy for $21.5 million. The Overstock site was rebranded using the Bed Bath & Beyond banner. Beyond in March implemented a soft relaunch of the legacy Overstock.com site, whose historic roots include a liquidation focus of goods across multiple categories including apparel and footwear before shifting to just home goods following the COVID pandemic. The new site, which launched Jul 18, brings back fashion and footwear to the mix as well as a variety of vendor-supplied special buys and closeouts.