The Ratings Game: Overstock’s plan to become Bed Bath & Beyond could double its sales, analyst says

Since Inc. transformed itself from a liquidator into an online furniture retailer, Chief Executive Jonathan Johnson has said he’s been asked repeatedly why the company hasn’t changed its name. Thanks to a deal announced Wednesday, the company on Thursday finally delivered on that sought-after name change, albeit to the name of a company that just filed for bankruptcy: Bed Bath & Beyond.

But one analyst on Thursday said the move to adopt Bed Bath & Beyond’s BBBYQ name online could deliver big sales gains, helped…


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