Bath & Body Works is ready to introduce a new audience to its brand — this time, in Brazil.
The company opened its first store in the country in São Paulo on Thursday with a curated assortment of products across body care and home. It also debuted an online presence.
“Brazil is one of the largest and most passionate fragrance markets in the world, making it a natural place for Bath & Body Works,” CEO Daniel Heaf said in a statement. “We're excited to bring our fragrances to more consumers and become part of how they express themselves every day.”
Bath & Body Works is “encouraged by the early response,” and sees a long-term opportunity in Brazil, a company spokesperson said to Retail Dive. “We expect to expand our footprint in São Paulo and beyond. We have additional stores planned as part of our continued investment in the market.”
Bath & Body Works operates internationally through a franchise model. The company localized its assortment to tap into regional interests and fragrance preferences.
Brazilians can shop fan-favorite collections, including Champagne Toast, Warm Vanilla Sugar and A Thousand Wishes. Fruity and tropical scents will also be highlighted in fragrances like Waikiki Beach Coconut, Sea Salt Coast and Pink Pineapple Sunrise. The Viva collection, which features scents inspired by Brazil and first debuted in U.S. stores, is also available.
International growth is a “key pillar of our strategy,” Heaf told analysts on the retailer’s latest earnings call. International net sales were up 5% in the company’s Q1 and are expected to be down low- to mid-single-digits in Q2, according to then-CFO Eva Boratto.
The company has over 550 international locations across 45 countries.
“Despite near-term pressure in the Middle East, the business represents a compelling opportunity with a long runway for high-return, asset-light franchise growth outside of North America,” Heaf said regarding the retailer’s international segment. “Across all of our channels, our objective is clear: to be in the path of the consumer, spark discovery and ensure Bath & Body Works shows up clearly, consistently, whenever and wherever consumers choose to shop.”
The sentiment is the driving force behind the retailer’s Consumer First Formula — a strategy first introduced at the end of 2025, meant to drive sustainable, long-term growth. The company has made a number of bold moves to align with those transformation goals, including launching an assortment of products at 600 Ulta Beauty locations, debuting a storefront on Amazon and most recently collaborating with pop star Hilary Duff to introduce a new franchise, Fruit Fusion.
In its most recent quarter, Bath & Body Works reported net sales were down 3% year over year to $1.4 billion, while net income was up over 74% to $183 million. The company reiterated that it was staying the course with its Consumer First Formula, as it pushes to transform “from a specialty retailer to a category-leading global brand,” per Heaf.
