Bath & Body Works' sales are soaring - we visited a store to see why
The Flatiron Bath & Body Works is one of three locations in Manhattan, and it was bustling with shoppers at 11 a.m. on a Monday. Bath & Body Works is one of the largest personal care and home goods retailers in the world, with more than 1,600 stores.
Source: USA Today
Though the first store opened in Cambridge, Massachusetts, Bath & Body Works was founded and is headquartered in New Albany, Ohio. We found a small display honoring its hometown.
Since its conception in 1990, the retailer has worked to maintain a wholesome image, effectively becoming "America's sweetheart of beauty brands." Its marketing and store design are very intentional, with smatterings of gingham, wooden barrels, and other nods to "country living."
Source: Racked
Bath & Body Works has developed a rabid following over the past three decades. Today there are fan blogs and YouTube accounts dedicated to sharing new products.
Source: YouTube
Even celebrities like Rumer Willis can't get enough of Bath & Body Works. The actress was spotted browsing candles at a store in Los Angeles in 2010.
Bath & Body Works has worked to establish loyalty with its core consumer base of millennial women thanks to a product assortment that blends nostalgic items with updated seasonal offerings.
The store we visited also had plenty of fun, whimsical items perfectly fit for a children's gift.
At the same time, Bath & Body Works has expanded its inventory to attract new demographics, including men. At the Flatiron store, we found a collection of men's bath and shaving products strategically marketed for Father's Day.
In recent years, Bath & Body Works has found particular success with its White Barn Shop concept, which focuses on candles and air fresheners.
The company continues to invest heavily in White Barn and often runs popular promotions like "3-for-1" deals on candles. Executives said on an earnings call earlier this month that they have 200 White Barn projects planned for the rest of 2019.
Source: USA Today
The White Barn collection really goes all-in on seasonal products, including new scents like "Island Reef" and "Suntan."
In addition to classic scents like vanilla, Bath & Body Works sells a vast collection of quirky, off-the-beaten-path candle fragrances. Here are a few of the more obscure ones we found at the Manhattan store.
Looking for something a bit cosmopolitan? Spring for some eau de San Francisco.
Still unclear what it's supposed to smell like.
Can't say we've ever had a berry waffle cone, but we wouldn't mind eating one after smelling this.
They even have special occasion candles for all your sentimental needs.
Part of Bath & Body Work's continued success is its investment in store design and remodeling, which has brought a breath of fresh air to the brand.
The Manhattan store was brightly colored and well-lit, with flowers lining the displays.
Elements of the store felt like being in a time capsule, like the sink where shoppers could test products — an integral part of the brand's early '90s stores.
Children of the '90s will also be delighted to find the occasional classic scent, like this cucumber melon hand sanitizer ...
... and this Sweet Pea lotion.
However, as we all know, some products were simply just too good to last, like the Bath & Body Works Art Stuff line.
The collection, which was popular in the late '90s and early aughts before it was discontinued, has inspired many an ode. You can also occasionally find the original products on resale sites, though they go quickly.
Meanwhile, over on eBay you can snag some OG Art Stuff for a cool $27.30.
Still, Bath & Body Works isn't afraid to test new scents. Its latest Gingham line has been a surprise hit, which executives have credited to its "sophisticated" appeal.
Source: MarketWatch
Ultimately, Bath & Body Works has become the rare retailer that consistently draws a stream of loyal customers to its brick-and-mortar stores.
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