Bed Bath & Beyond (BBBY, $31.74) launches Nestwell - the first among 8 new brands

Home goods retail giant Bed Bath & Beyond  launched a new brand called Nestwell.

Nestwell  will be among the eight brands the company plans to introduce between now and February 2022.  Nestwell will have bedroom products like pillows, sheets, comforters, duvet covers and towels, and bath accessories like rugs and shower curtains.

Expected prices are $6 for washcloths; $10 to $20 for towels; $30 to $120 for sheets; and $260 for a king-size down comforter, according to some media reports.

Bed Bath & Beyond expects that  its new lines will boost its sales of in-house brands to 30% of the retailer's total sales within the first three years (from 10%), Chief Merchandising Officer Joe Hartsig told Retail Dive.