Dive Brief:
- Bath & Body Works will launch in over 600 Ulta Beauty stores starting July 12, according to a Tuesday announcement by the company.
- A curated selection of Bath & Body Works products will be available to Ulta’s online and in-store shoppers, including fragrance mist, body cream, hand soap, three-wick candles and wall plug-ins.
- The Bath & Body Works scent Juniper Breeze will return for a limited time as an exclusive product for Ulta and will be available in a fragrance mist and body cream.
Dive Insight:
Bath & Body Works is ready to be a leading global brand — this time with Ulta as a partner.
A tie-up with Ulta exhibits the company’s “Consumer First Formula” goal of making it easier for new consumers to access the Bath & Body Works brand, according to the company.
Bath & Body Works has transitioned to a predominantly off-mall retailer. There are around 1,900 company-operated stores in the U.S. and Canada and, as of last May, its real estate portfolio had nearly 60% of its stores in off-mall locations.
Similarly, most of Ulta’s 1,500 retail stores in the U.S. are located in off-mall shopping centers.
Bath & Body Works, though, isn’t concerned that the new partnership will mean it is competing with its own stores.
“This approach complements our strong store footprint,” a Bath & Body Works spokesperson said in an email to Retail Dive. “We worked with Ulta Beauty to select 600+ of their highest performing stores.”
Ulta is a destination for “specialty beauty shoppers who are already exploring fragrance, beauty and self-care, which creates a new opportunity for shoppers to discover Bath & Body Works,” the spokesperson said. Its own retail locations, though, represent “the fullest expression of our brand and are the destination for our full assortment.”
Bath & Body Works has been taking steps away from being known as a specialty retailer and has introduced its Consumer First Formula strategy to drive sustainable, long-term growth.
Its approach is based around four pillars, including returning to product leadership in its core categories; investing in marketing; expanding discovery through third-party channels; and delivering $250 million in cost savings over two years.
The personal care and home company launched on Amazon in February, which also is positioned to expand consumers’ access to and discovery of products.
The company also recently pulled back on its laundry offering as a way to refocus on its core product categories.
This spring, Bath & Body Works appointed its first chief brand and product officer.
