A screen can show shoppers a candle, but it can’t tell them how it smells. Bath & Body Works’ new “Feel Good” concept stores aim to bring more of that physical advantage to the forefront in its latest push to improve profitability.
Unveiled as part of a multi-year revival plan, the design responds to shoppers who found its stores difficult to navigate by using natural materials and a more welcoming layout. Flexible display walls, meanwhile, highlight new launches, ingredients and product benefits, and the store also features a dedicated digital Fragrance Finder that recommends scents based on shoppers’ preferences.
The first Feel Good store opened in Charlotte, North Carolina, on October 23, with two more to follow in Columbus, Ohio, in late October and Miami, Florida, in November. “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, who oversees the retailer’s store design.
The launch follows a series of moves to revive Bath & Body Works’ image and profitability during what CEO Daniel Heaf has dubbed its “investment year” of 2026. These include an expansion to Ulta Beauty and Amazon and the appointment of Hilary Duff as its first major celebrity ambassador. Results, though, have been mixed. The company’s latest earnings showed net sales fell 2.3 per cent year over year to $1.5 billion, while net income increased 84 per cent to $118 million.
Neil Saunders, managing director at GlobalData, told Inside Retail that the concept stores are a small part of Bath & Body Works’ wider growth plan.
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