The brand plans to roll out the design in a majority of its U.S. store openings this year. (Image courtesy of Bath & Body Works)
Bath & Body Works has launched an updated store format designed to deliver a seamless in-store customer shopping experience.
To date, the personal care and home fragrance retailer has opened more than 15 stores with the new design, dubbed Gingham+, in Los Angeles, Texas and other locations around the globe. The brand plans to to roll out the design in a majority of its new store openings in the United States in 2025.
Informed by research and consumer insights, the format has an open floor plan and new layout designed to improve store navigation, with dedicated zones for key product categories, larger aisles and more shopping space. Select stores have scent bars where customers can test candles, Wallflowers home fragrance refills and fragrance mists. Videos help customers discover new products.
https://chainstoreage.com/first-look-bath-body-works-rolling-out-updated-store-design