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Fix the driver behind crashes, sound loss and screen glitchesFind Drivers →Repair Windows errors before they cause bigger problemsFix Now →Beyond, Inc. agreed in March 2025 to sell 75% of the Zulily brand to Lyons Trading Company, the operator of Proozy.com, for $5 million. Beyond kept a 25% interest in Zulily Newco. Its 2025 Form 10-K says $1.25 million was paid upfront, with the remaining $3.75 million scheduled in quarterly installments over five years beginning April 30, 2026.
Who bought Zulily from Beyond?
Beyond announced the agreement on March 18, 2025, naming Lyons Trading Company as the buyer. The company’s SEC filing dates the asset purchase agreement March 17, 2025. Lyons operates Proozy.com. The transaction concerned rights in the Zulily brand; it should not be read as evidence that the buyer took on every liability or asset of the former retailer. Beyond’s announcement and its 2025 Form 10-K describe the deal.
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What did the sale price and payment terms mean?
| Figure | What it describes |
|---|---|
| $5 million | Announced total price for the 2025 sale, according to Beyond. |
| $1.25 million | Upfront amount received, according to Beyond’s 2025 Form 10-K. |
| $3.75 million | Remaining amount scheduled for quarterly payments over five years, starting April 30, 2026, according to the Form 10-K. The filing does not confirm that all installments were subsequently paid. |
| About $6.7 million | Retail Dive’s reported implied valuation of Zulily based on the 75% stake; this was not the cash sale price disclosed by Beyond. |
The payment schedule is not proof of completed payments after the filing’s reporting period. The latest ownership snapshot established by the reviewed filing is Beyond’s 25% interest at December 31, 2025; it does not establish ownership on October 8, 2026.
Why did Beyond sell most of Zulily?
Beyond said the sale would let it focus on its core brands following its acquisition of buybuy BABY. Adrianne Lee, Beyond’s president and CFO, said: “With the recent acquisition of buybuy Baby, we want our team laser focused on our core brands as we march towards profitability.” COO Alex Thomas also described the transaction as part of the company’s focus on resource optimization, profits, and its largest growth opportunities. These are Beyond’s stated reasons, not an independent assessment of the deal’s financial outcome. Beyond’s announcement
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How did the 2025 deal follow Beyond’s 2024 Zulily purchase?
Beyond had bought selected Zulily intellectual-property assets from Zulily ABC, LLC in March 2024 for $4.5 million, before acquisition-related costs. Its announcement listed the domain and website, trademarks, customer database, social-media accounts, site software, and goodwill. It said liabilities, liens, and debts were excluded. Beyond stated that Zulily had 18 million customers; that figure was the company’s claim and is not independently verified in the reviewed sources. Beyond’s 2024 announcement
The 2024 transaction was a purchase of selected assets; the 2025 agreement sold a majority interest in the Zulily brand through Zulily Newco while Beyond retained a minority stake. The prices—$4.5 million and $5 million—therefore relate to different transaction scopes and should not be treated as a like-for-like valuation comparison.
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What happened to Zulily before Beyond owned these assets?
Retail Dive reports that QVC Group, then Qurate Retail Group, acquired Zulily in 2015 for $2.4 billion, and Qurate sold the brand to Regent in May 2023. Retail Dive says the latter transaction included repayment of $80 million in debt. Zulily went out of business after layoffs in late 2023, according to the same publication. Those earlier events describe the retailer’s history, not proof that all parts of the former company transferred in the later brand-asset deals. Retail Dive’s account of the 2025 sale
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