Bed Bath & Beyond, Inc., which owns Overstock and Buybuy Baby is changing its name. Starting August 17, it will become Neighborhood Intelligence, moving from the New York Stock Exchange to the Nasdaq, with the ticker symbol NXH. The company said it wants to move into services like flooring, insurance, and maybe even mortgages. It is in the process of acquiring a real estate platform called Fathom. Every year, Professor Kathryn Harrigan’s turnaround management course at Columbia Business School ends with an assignment where students study a troubled company of their choosing. There is one name that has been popular. “Bed Bath & Beyond has been among the final projects that I’ve read for the last three years,” Harrigan said.Bed Bath & Beyond is famous — and not for good reasons. There were the endless coupons, the cluttered shelves, and the much-too-slow pivot to online retail. Now, its parent company wants to be known for wood floors and home loans.“I’ve never heard of one in the retail space that’s done this,” Harrigan said.Bed Bath & Beyond getting into consumer loans requires trust with consumers.“I don’t think the customers are going to be coming there, as they’re going to baffled by what they see,” Harrigan said.But there are some dots to connect here. Mike Piccolo is the senior vice president of equity research at Wedbush, and follows companies in transition. He said Bed Bath & Beyond has lots of data on consumers and connection points with them. A couple might outfit their apartment at The Container Store, then shop for their newborn at Buybuy Baby, then buy a home. “So, the purpose of these three pillars is to be connected with the consumer on every stop of the home ownership journey,” Piccolo said.Piccolo isn’t sure it’ll work. But maybe investors will like the idea of the company really growing beyond bed and bath. “This is like one-plus-one-plus-one is going to equal way more than three when the full operating model is fully ironed out,” he said.It’s not a great time to overhaul a company that depends on the real estate market, but Piccolo said the company doesn’t really have a choice.“You either need to reinvent yourself and reaccelerate back onto a growth stage with a new story — or you need to liquidate,” he said.Bed Bath & Beyond — or Neighborhood Intelligence — has chosen to reinvent.