Amy Sullivan is attempting to pull off one of the most difficult magic acts in the history of retailing. If she succeeds, it will be a remarkable transformation.

Sullivan is the CEO of The Brand House Collective, the company formerly known as Kirkland’s. It has operated about 300 home decor, gift and accessory stores, primarily across the Southern portion of the country, often rising and falling on the overall condition of the home industry. Most recently, its fortunes have been more falling than rising, and that’s why earlier this year, it partnered up with the company then known as Beyond Inc. (now Bed Bath & Beyond Inc.) to convert its own physical locations into Bed Bath & Beyond Home outposts through a licensing agreement .

The first of these rebranded locations opened last month

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