After teasing the effort at the end of last year, a curated selection of Bath & Body Works products can now be purchased on Amazon in the U.S. It is the first authorized Bath & Body Works storefront on the e-commerce platform.
Shoppers will find a collection of fragrance mists, body wash, body cream, hand soap, 3-wick and single-wick candles and wallflowers on the site in some of the company’s best-selling scents like Champagne Toast, Mahogany Teakwood and Eucalyptus Spearmint, according to a press release.
With its Amazon debut, Bath & Body Works is unveiling an “evolved brand identity” to position the company in a new way for modern consumers, per the company.
The launch supports Bath & Body Works’ Consumer First Formula plan, which includes expanding the access and discovery of products through third-party channels.
“We’re making discovery easier and elevating the brand at every touchpoint, ensuring a consistent, trusted experience that builds loyalty and showcases our best-in-class product leadership,” Maly Bernstein, Bath & Body Works chief commercial officer, said in a statement. “This initiative highlights how we plan to grow: strategically, and always with the consumer at the center.”
The personal care and home fragrance company was already on the platform, but in the form of gray market sales, CEO Daniel Heaf said on a call with analysts in November.
“We already know that we’re doing somewhere between $60 to $80 million of gray market sales in that channel that is brand dilutive and product dilutive,” Heaf said at the time. Launching on the platform is “an incredible sales opportunity, but also an opportunity to reignite the brand.”
