Dive Brief:
- Bath & Body Works is rolling out an enhanced experience to all of its stores in the U.S. and Canada, according to information sent by the company to Retail Dive.
- The retailer aims for simplified navigation, clearer signage and an easy layout to make product discovery more intuitive. Bath & Body Works began refreshing its stores in July.
- Presentations will differ by store design, and the company will gather feedback to inform future iterations. The effort supports the retailer’s strategy, dubbed the Consumer First Formula, meant to drive sustainable, long-term growth.
Dive Insight:
Bath & Body Works wants to provide shoppers with a consistent way to explore its core categories, franchises and scents.
With the rollout, stores will organize scents by fragrance type, including botanicals and blooms, fresh and clean, fruity and bright, treats and sweets, and warm and woodsy. Additionally, product walls will be coordinated around the categories of body care, hand soaps and home fragrance.
Locations will also have “body care zones” where shoppers can obtain products for their daily routine. Signs will highlight fragrance notes and benefits. Additionally, collections like Fruit Fusion, Everyday Luxuries and Aromatherapy will be grouped together.
In-store fixtures will showcase seasonal products, while year-round products will be located on the store’s walls.
Bath & Body Works introduced a new store design called Gingham+ in 2025, which featured a new layout, tech elements and scent bars in select locations. The company’s current rollout is “intended to work across all our store design formats, including Gingham+, to help create a more intuitive and engaging shopping experience for consumers,” a company spokesperson said.
The company has been working on a larger strategy to transform from a specialty retailer into a global brand. This month, Bath & Body Works announced a collaboration with Hilary Duff to introduce its Fruit Fusion franchise and debuted its first store in Brazil.
