UNION, NJ —Retail giant Bed Bath & Beyond, which is in the midst of a major overhaul following a management shakeup, has launched a search for a PR agency of record, PRovoke has learned.

Sources familiar with the process said parent company Bed Bath & Beyond is looking for an agency to handle the full range of consumer and corporate PR for its namesake housewares chain as well as subsidiaries including Buy Buy Baby and Harmon. The US-focused business is worth seven figures, according to individuals familiar with the review.

There are six agencies in the pitch including incumbents Alison Brod Marketing + Communications and Edelman, which currently handle consumer and corporate work respectively. The retailer is expected to select an agency partner before the end of the year.

The review is being led by Dominic Pendry, who was brought in last year to lead communications amid sweeping changes at the company set in motion by a management shakeup that included the resignation of CEO Steven Temares the previous May. Mark Tritton, named Temares' successor last November, cleared out nearly all of the C-suite by the end of the year, with its chief merchandising, marketing, digital, legal, brand and administrative officers all leaving the company.

The moves were spurred by activist investors pushing for big changes from the retailer, which, even before the Covid-19 pandemic, struggled to compete with the likes of Target, Walmart and Amazon. E-commerce improvements and creating an omnichannel experience that offers shoppers options like curbside pickup and picking up online purchases in stores are among the focusses of the company rebuild underway.