The back-to-school market in the U.S. is estimated to be around $180 billion, and Urban Outfitters, targeting its core college-age customers, is out to get a bigger piece of it this season.

The 200-store chain, known for combining apparel and home in a constantly changing mix of displays and assortments, launched a multifaceted marketing campaign for the back-to-campus demographic earlier this month, centered around the punny theme of “Shift Happens.”

Urban Outfitters, part of URBN’s portfolio of brands, (which also includes Anthropologie and Free People), is one of the few retailers in the country that has successfully combined clothing and home merchandise in a specialty format, targeting a very specific demographic in a very specific way.

While the brand has done back-to-campus promotions before, this year’s effort seems to represent its biggest play ever for students setting up their dorm rooms. One reason driving the move could be the competitive retail landscape. While Urban Outfitters executives would rather talk about their own efforts, the physical absence of Bed Bath & Beyond—a onetime back-to-school powerhouse—clearly has opened a void for other retailers to move into. Urban Outfitters is one player stepping up its efforts, while others include Amazon, Target, Walmart and The Container Store.

“We’ve always been focused on the young customer coming of age,” says Shea Jensen, president of Urban Outfitters. As they head off to college, “this is a big time of transition for them—it’s back to school, but it’s also back to life,” she adds.