Bed Bath & Beyond Inc. (NYSE: BBBY) announced plans to expand Elfa as a growth platform within its Home Services division and named Anders Rothstein as Global Chief Executive Officer of Elfa International AB.

Rothstein, who has led the Elfa business for approximately 10 years, will oversee worldwide operations with expanded authority. The company also signed definitive agreements that include The Container Store and Closet Works as part of the expansion strategy.

Founded in Stockholm in 1948, Elfa produces modular storage and organization systems, including customizable closet systems and shelving solutions. The brand has been distributed in the United States primarily through The Container Store.

Bed Bath & Beyond intends to expand Elfa's distribution across multiple channels, including direct-to-consumer sales, self-serve retail formats, and broader distribution partnerships. The company stated that Elfa's growth in the United States has been limited by a concentrated distribution model.

"We see Elfa as one of the most important growth engines to be included within our Home Services platform," said Marcus Lemonis, Executive Chairman and CEO of Bed Bath & Beyond. "With Anders continuing to lead the business in this expanded role, we believe we will have the opportunity to grow this brand well beyond its historical constraints."

The expansion plans include extending into adjacent categories such as flat-packed and broader home storage solutions, along with continued rollout of the Studio Elfa concept. Closet Works will provide additional design, customization, and installation capabilities, while The Container Store will continue as a retail partner and distribution channel.

The information is based on a company press release statement. Bed Bath & Beyond expects to provide additional updates on Elfa's expansion strategy following completion of the merger transactions.