First Look: Bath & Body Works unveils new immersive store concept
Bath & Body Works has debuted a new store format — with two more locations soon to follow.
The body care and home fragrance retailer unveiled the format, which it calls "Feel Good," in Charlotte, N.C., at SouthPark Mall. Bath & Body Works says the reimagined retail concept advances its strategic transformation plan that places the consumer at the “center of every decision.” Highlights including a simplified floor plan, focused product displays, dedicated testing spaces and a more contemporary expression of the Bath & Body Works brand.
The company said that feedback from consumers helped shape the format, highlighting shoppers’ interest in easier navigation, clearer information about ingredients and benefits, and a more streamlined testing experience.
Additional stores featuring the new format are planned for Easton Town Center in Columbus, Ohio, in late October, and Town and Country in Miami in November.
“Our ‘Consumer First Formula’ starts with listening to consumers and understanding what they want from Bath & Body Works,” said Maly Bernstein, chief commercial officer at Bath & Body Works. “The Feel Good concept brings those insights to life in new and innovative ways, while giving us an opportunity to test, learn and gather real-time feedback on fragrance discovery, trial and connection in our stores.”
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Image courtesy of Bath & Body Works -
Image courtesy of Bath & Body Works -
Image courtesy of Bath & Body Works -
Image courtesy of Bath & Body Works
Throughout the store, flexible feature walls, immersive testing stations and dedicated discovery zones encourage hands-on exploration of fragrances and formulas, Bath & Body Works said. Feature frames spotlight new product launches, iconic fragrances, and product ingredients and efficacy.
Experiential touchpoints throughout the store invite consumers to engage with products in new ways, including an Eau de Parfum bar that celebrates fragrance discovery, a lip-and-blend station, and dedicated sink zones that bring product testing and demonstrations to life. Through a quick, guided quiz, the digital Fragrance Finder matches shoppers with fragrance families and personalized scent recommendations based on their preference.
[READ MORE: Bath & Body Works expanding reach — to enter Ulta Beauty]
“The intent behind our Feel Good concept stores was to create an environment that feels warm, authentic and beautiful while making it easier and more enjoyable for consumers to shop,” said Samantha Day, associate VP of store design at Bath & Body Works. “Natural materials, a welcoming layout and thoughtful product storytelling come together to create a space that encourages discovery and helps consumers connect with the products they love in a fresh, engaging way.”
Bath & Body Works operates more than 1,900 stores in the U.S. and Canada, along with more than 500 international locations.
