Bath & Body Works growth playbook

Find which page types (home, category, product, bag) cause most of the slow taps and shifts using real-user monitoring split by template. Reserve space for promo banners, recommendation carousels and images so content stops moving. Break up long scripts behind the add-to-bag and filter actions, and load tag-manager, chat and personalization scripts after the first interaction. Track INP and CLS by template every week and set a release rule: no change ships if it makes them worse.

Responsive, stable pages are among the cheapest conversion gains a large retailer has: every point of conversion on a direct business of over a billion dollars a year is worth millions, and the fixes help search ranking and the Amazon-to-site comparison shoppers make.

[ ] INP and CLS by template (home, category, product, bag)
[ ] Reserved space for promo banners
[ ] Reserved space for recommendation carousels
[ ] Image width and height on every template
[ ] Long tasks behind add to bag and filters
[ ] Tag manager loads after first interaction
[ ] Weekly dashboard
[ ] Release rule: no regressions

• Marketing tags are needed

  Load them later rather than remove them, and measure the data loss.

• Fixes regress

  Weekly dashboard and a release check.

• Chrome UX ReportReal Chrome visitors to www.bathandbodyworks.com on phones, September 21 to October 18, 2026 (75th percentile): Interaction to Next Paint 633 ms (Google's "good" limit is 200 ms; 30% of phone interactions take over 500 ms), Cumulative Layout Shift 0.38 (limit 0.1; 30% of phone page views shift by more than 0.25), Largest Contentful Paint 2.86s (limit 2.5s). On desktop, CLS is 0.53 and INP 447 ms. The site fails Core Web Vitals on both. Phone LCP is 16% faster than a year ago.Source
• Company filingSecond quarter 2026 (8-K, August 26, 2026): net sales $1,514 million, down 2.3%. Stores, U.S. and Canada $1,131 million, down 5.4%; Direct, U.S. and Canada $275 million, up 3.0%; International and Other $108 million, up 24.9%. CEO Daniel Heaf: "this quarter marks the first direct net sales growth since 2021" and "we remain in the early stages of the transformation". Full-year net sales guided to a decline of 4% to 2.5%.Source
• HiringProduct Analyst, Customer Data Orchestration (posted August 13, 2026): supports the "MarTech Services Platform"; works with "customer data platforms (CDPs)", "customer segmentation, identity resolution, audience creation", "web/app analytics, or server-side event tracking", and runs A/B tests to "deliver seamless, data-driven customer experiences".Source

For four weeks, add a mini of a new fragrance to half of direct orders, chosen by the shopper's past scent family, with a card and a code for the full size. Compare repeat purchase and new-fragrance adoption against the other half.

Sampling is how fragrance shoppers try something new, and online orders reach loyal buyers at home.

• Cost per order

  Limit to orders above a threshold.

• Competitor researchSol de Janeiro's homepage (checked October 20, 2026): banners "Free Sample With Every Order", "Subscribe To Save" and "Bundle & Save"; a "Cheirosa Candle Collection" and "Choose Your Cheirosa Candle Bundle", "SDJ.com Exclusive" products and an "Intense Perfume Mist Quad". Philosophy sells "perfumes, and bath and body collections"; Voluspa sells "Handcrafted Scented Candles, Oil Diffusers".See the research Source
• HiringPhotographer (posted October 12, 2026): product photography "for customers across e-commerce and digital platforms". Assistant Merchant (posted September 8, 2026): supports "new product development, pricing, promotions / sampling" and researches "other retailer's assortment, pricing and promotional strategy".Source
• Company filingSecond quarter 2026 (8-K, August 26, 2026): net sales $1,514 million, down 2.3%. Stores, U.S. and Canada $1,131 million, down 5.4%; Direct, U.S. and Canada $275 million, up 3.0%; International and Other $108 million, up 24.9%. CEO Daniel Heaf: "this quarter marks the first direct net sales growth since 2021" and "we remain in the early stages of the transformation". Full-year net sales guided to a decline of 4% to 2.5%.Source

Build a CDP trigger: 25 days after a Wallflowers refill purchase (online or in store), send an app push and email with the same scent, a seasonal alternative, and buy-online-pick-up or delivery. Repeat for candles and hand soap using typical use times.

A reminder that arrives when the bulb runs out converts better than any seasonal blast.

• Message fatigue

  Suppress if the member already reordered.

• Partner siteBath & Body Works Australia's Wallflowers refills page: "Just plug in a Bath & Body Works Wallflowers refill and for weeks (and weeks), it'll fill your home"; "they keep the scent going 24/7 for up to 30 days".Source
• Company filingAnnual report (10-K, fiscal 2024): "approximately 39 million active members of our loyalty program"; "nearly 80% of our U.S. sales came from our loyalty members"; buy online, pick up in store "continues to grow"; the company sells "home fragrance, body care and soap and sanitizer products" under Bath & Body Works, White Barn and other names, including "Everyday Luxuries, our prestige-inspired line of fine fragrance mists".Source
• HiringProduct Analyst, Customer Data Orchestration (posted August 13, 2026): supports the "MarTech Services Platform"; works with "customer data platforms (CDPs)", "customer segmentation, identity resolution, audience creation", "web/app analytics, or server-side event tracking", and runs A/B tests to "deliver seamless, data-driven customer experiences".Source

Make geo-holdout tests the default: switch a channel off in matched markets for four weeks and measure store sales, direct sales and loyalty sign-ups together. Start with paid social and connected TV, then feed the results into the MMM.

Stores are three-quarters of sales; media that brings people into them needs to get credit.

• Seasonality

  Avoid the holiday peak for holdouts.

• HiringSenior Analyst, Digital Marketing (Columbus or NYC, posted September 4, 2026): turns "MMM insights into actionable media plans", maintains "a comprehensive testing roadmap", leads "paid media, creative, and platform testing initiatives" and measurement for "emerging platforms and marketing capabilities".Source
• HiringSenior Manager, Paid Media - Media Analytics & Investment Planning (NYC or Columbus, posted October 1, 2026): leads "media investment planning, forecasting, and budget management"; uses "MMM, campaign and platform reporting, brand lift and incrementality studies"; aligns media with "customer acquisition, retention, and re-engagement objectives".Source
• Company filingSecond quarter 2026 (8-K, August 26, 2026): net sales $1,514 million, down 2.3%. Stores, U.S. and Canada $1,131 million, down 5.4%; Direct, U.S. and Canada $275 million, up 3.0%; International and Other $108 million, up 24.9%. CEO Daniel Heaf: "this quarter marks the first direct net sales growth since 2021" and "we remain in the early stages of the transformation". Full-year net sales guided to a decline of 4% to 2.5%.Source

Define a listing image set for every fragrance: the product, its scent notes as ingredients (fruit, flowers, woods), size in hand, the full collection, and a lifestyle shot. Use the same set on every channel, and check Amazon and Ulta listings monthly.

Consistent images sell fragrance online and protect the brand on marketplaces.

• Marketplace rules

  Adapt the set to each platform's image rules.

• HiringPhotographer (posted October 12, 2026): product photography "for customers across e-commerce and digital platforms". Assistant Merchant (posted September 8, 2026): supports "new product development, pricing, promotions / sampling" and researches "other retailer's assortment, pricing and promotional strategy".Source
• Company filingSame release: 1,823 company-operated U.S. stores and 114 in Canada (37 opened and 27 closed in the quarter); 559 international partner-operated stores plus 37 travel retail locations. "Online, consumers can visit bathandbodyworks.com, Amazon and Ulta.com", and the brand is in "select Ulta Beauty stores". The CEO cites "continued momentum across our marketplace partnerships" and "elements of the Consumer First Formula" that are "beginning to work".Source

Show a pickup-ready time on product pages and in the bag, send a "ready" message with one scent-matched add-on that can be added to the order before collection, and train associates to offer a sample at pickup.

Pickup turns direct growth into store visits.

• Store workload

  Pre-pack the add-on with the order.

• Company filingAnnual report (10-K, fiscal 2024): "approximately 39 million active members of our loyalty program"; "nearly 80% of our U.S. sales came from our loyalty members"; buy online, pick up in store "continues to grow"; the company sells "home fragrance, body care and soap and sanitizer products" under Bath & Body Works, White Barn and other names, including "Everyday Luxuries, our prestige-inspired line of fine fragrance mists".Source
• Company filingSame release: 1,823 company-operated U.S. stores and 114 in Canada (37 opened and 27 closed in the quarter); 559 international partner-operated stores plus 37 travel retail locations. "Online, consumers can visit bathandbodyworks.com, Amazon and Ulta.com", and the brand is in "select Ulta Beauty stores". The CEO cites "continued momentum across our marketplace partnerships" and "elements of the Consumer First Formula" that are "beginning to work".Source
• Company filingSecond quarter 2026 (8-K, August 26, 2026): net sales $1,514 million, down 2.3%. Stores, U.S. and Canada $1,131 million, down 5.4%; Direct, U.S. and Canada $275 million, up 3.0%; International and Other $108 million, up 24.9%. CEO Daniel Heaf: "this quarter marks the first direct net sales growth since 2021" and "we remain in the early stages of the transformation". Full-year net sales guided to a decline of 4% to 2.5%.Source

Run a quarterly survey of marketplace buyers (via package inserts with a loyalty sign-up code) and match sign-ups against the loyalty file; add marketplaces to the MMM; and track loyalty sign-ups from marketplace inserts.

Knowing the halo or cannibalization decides how much to invest in each channel.

• Marketplace rules on inserts

  Follow each platform's packaging policy.

• Company filingSame release: 1,823 company-operated U.S. stores and 114 in Canada (37 opened and 27 closed in the quarter); 559 international partner-operated stores plus 37 travel retail locations. "Online, consumers can visit bathandbodyworks.com, Amazon and Ulta.com", and the brand is in "select Ulta Beauty stores". The CEO cites "continued momentum across our marketplace partnerships" and "elements of the Consumer First Formula" that are "beginning to work".Source
• HiringManager, Enterprise Insights (posted September 22, 2026) delivers marketplace and consumer findings "to Digital, Store Operations, and Expanded Distribution Teams", with "a focus on digital and omni-channel insights". Senior Manager, Enterprise Insights (posted September 25, 2026) leads "brand tracking, concept testing, and advertising" research and "evaluating BBW performance relative to the competition".Source
• HiringSenior Manager, Paid Media - Media Analytics & Investment Planning (NYC or Columbus, posted October 1, 2026): leads "media investment planning, forecasting, and budget management"; uses "MMM, campaign and platform reporting, brand lift and incrementality studies"; aligns media with "customer acquisition, retention, and re-engagement objectives".Source
• Company filingAnnual report (10-K, fiscal 2024): "approximately 39 million active members of our loyalty program"; "nearly 80% of our U.S. sales came from our loyalty members"; buy online, pick up in store "continues to grow"; the company sells "home fragrance, body care and soap and sanitizer products" under Bath & Body Works, White Barn and other names, including "Everyday Luxuries, our prestige-inspired line of fine fragrance mists".Source

Define lapse by each member's usual cycle, merge store and online purchases into one profile, and send a win-back with their favourite scent family, a new launch in it and a reward. Test against a holdout.

A lapsed member who already loves a scent is the cheapest sale to recover.

• Training members to wait for offers

  Vary rewards and cap frequency.

• Company filingAnnual report (10-K, fiscal 2024): "approximately 39 million active members of our loyalty program"; "nearly 80% of our U.S. sales came from our loyalty members"; buy online, pick up in store "continues to grow"; the company sells "home fragrance, body care and soap and sanitizer products" under Bath & Body Works, White Barn and other names, including "Everyday Luxuries, our prestige-inspired line of fine fragrance mists".Source
• HiringProduct Analyst, Customer Data Orchestration (posted August 13, 2026): supports the "MarTech Services Platform"; works with "customer data platforms (CDPs)", "customer segmentation, identity resolution, audience creation", "web/app analytics, or server-side event tracking", and runs A/B tests to "deliver seamless, data-driven customer experiences".Source
• HiringSenior Manager, Paid Media - Media Analytics & Investment Planning (NYC or Columbus, posted October 1, 2026): leads "media investment planning, forecasting, and budget management"; uses "MMM, campaign and platform reporting, brand lift and incrementality studies"; aligns media with "customer acquisition, retention, and re-engagement objectives".Source

Launch two or three small-batch men's scents as online exclusives, promote them to members who buy men's products or gifts, and read reviews and repeat rates before deciding which go to stores.

Testing online reduces the risk of a store rollout and builds a men's audience.

• Small runs cost more

  Treat as research spend.

• HiringManager, Product & Fragrance Development - Men's (posted September 25, 2026): leads "the strategy for men's category portfolio focusing on product development and fragrance innovation", owns "strategic relationships with fragrance houses" and is asked to "Identify white-space opportunities and emerging trends that support category growth".Source
• HiringManager, Enterprise Insights (posted September 22, 2026) delivers marketplace and consumer findings "to Digital, Store Operations, and Expanded Distribution Teams", with "a focus on digital and omni-channel insights". Senior Manager, Enterprise Insights (posted September 25, 2026) leads "brand tracking, concept testing, and advertising" research and "evaluating BBW performance relative to the competition".Source
• Company filingSecond quarter 2026 (8-K, August 26, 2026): net sales $1,514 million, down 2.3%. Stores, U.S. and Canada $1,131 million, down 5.4%; Direct, U.S. and Canada $275 million, up 3.0%; International and Other $108 million, up 24.9%. CEO Daniel Heaf: "this quarter marks the first direct net sales growth since 2021" and "we remain in the early stages of the transformation". Full-year net sales guided to a decline of 4% to 2.5%.Source

Build a library of five-minute lessons per fragrance family and launch (notes, layering, gifting), localized into partner languages, with a monthly launch lesson. Track sell-through in stores whose associates complete them.

Associates who can describe a scent sell it; partners grow faster with the same knowledge as U.S. stores.

• Partner adoption

  Tie completion to launch materials.

• HiringSenior Instructional Designer, International (posted October 7, 2026): leads "localization and publishing of digital learning content across multiple languages" for associates "across international markets", with "franchise partners", covering "customer engagement, product knowledge and selling techniques".Source
• Company filingSecond quarter 2026 (8-K, August 26, 2026): net sales $1,514 million, down 2.3%. Stores, U.S. and Canada $1,131 million, down 5.4%; Direct, U.S. and Canada $275 million, up 3.0%; International and Other $108 million, up 24.9%. CEO Daniel Heaf: "this quarter marks the first direct net sales growth since 2021" and "we remain in the early stages of the transformation". Full-year net sales guided to a decline of 4% to 2.5%.Source
• Company filingSame release: 1,823 company-operated U.S. stores and 114 in Canada (37 opened and 27 closed in the quarter); 559 international partner-operated stores plus 37 travel retail locations. "Online, consumers can visit bathandbodyworks.com, Amazon and Ulta.com", and the brand is in "select Ulta Beauty stores". The CEO cites "continued momentum across our marketplace partnerships" and "elements of the Consumer First Formula" that are "beginning to work".Source

Add top, heart and base notes, scent family and intensity to every Everyday Luxuries product, build a "shop by notes" filter, and publish a note guide that links to each mist.

Note data helps shoppers find a scent online and gets the line into search and AI answers.

• Comparison claims

  Describe notes only; do not name other brands' perfumes.

• Company filingAnnual report (10-K, fiscal 2024): "approximately 39 million active members of our loyalty program"; "nearly 80% of our U.S. sales came from our loyalty members"; buy online, pick up in store "continues to grow"; the company sells "home fragrance, body care and soap and sanitizer products" under Bath & Body Works, White Barn and other names, including "Everyday Luxuries, our prestige-inspired line of fine fragrance mists".Source
• HiringSenior Analyst, AI & Data Product Delivery (posted September 8, 2026): delivery lead for "Data Science, Machine Learning, Artificial Intelligence, and Analytics products", from "discovery and experimentation through responsible production adoption"; knowledge of "Generative AI, and Responsible AI practices" and retail, eCommerce and customer analytics.Source
• Competitor researchSol de Janeiro's homepage (checked October 20, 2026): banners "Free Sample With Every Order", "Subscribe To Save" and "Bundle & Save"; a "Cheirosa Candle Collection" and "Choose Your Cheirosa Candle Bundle", "SDJ.com Exclusive" products and an "Intense Perfume Mist Quad". Philosophy sells "perfumes, and bath and body collections"; Voluspa sells "Handcrafted Scented Candles, Oil Diffusers".See the research Source

Offer pre-orders or "vote and try" for upcoming scents to loyalty members online, measure interest and early reviews, and use the results to set store allocations.

Better allocation reduces markdowns and stock-outs.

• Online fans differ from store shoppers

  Weight results by channel mix.

• HiringManager, Enterprise Insights (posted September 22, 2026) delivers marketplace and consumer findings "to Digital, Store Operations, and Expanded Distribution Teams", with "a focus on digital and omni-channel insights". Senior Manager, Enterprise Insights (posted September 25, 2026) leads "brand tracking, concept testing, and advertising" research and "evaluating BBW performance relative to the competition".Source
• Company filingSecond quarter 2026 (8-K, August 26, 2026): net sales $1,514 million, down 2.3%. Stores, U.S. and Canada $1,131 million, down 5.4%; Direct, U.S. and Canada $275 million, up 3.0%; International and Other $108 million, up 24.9%. CEO Daniel Heaf: "this quarter marks the first direct net sales growth since 2021" and "we remain in the early stages of the transformation". Full-year net sales guided to a decline of 4% to 2.5%.Source
• Company filingAnnual report (10-K, fiscal 2024): "approximately 39 million active members of our loyalty program"; "nearly 80% of our U.S. sales came from our loyalty members"; buy online, pick up in store "continues to grow"; the company sells "home fragrance, body care and soap and sanitizer products" under Bath & Body Works, White Barn and other names, including "Everyday Luxuries, our prestige-inspired line of fine fragrance mists".Source

Add store-only member moments to the app: early access to new scents in store, a store check-in reward, local stock lookup for a favourite scent, and push messages when a launch arrives at the member's store.

Members who visit stores buy more items per trip than online, and the app is the cheapest way to prompt a visit.

• Online sales shift to stores

  Measure total member spend.

• Company filingSecond quarter 2026 (8-K, August 26, 2026): net sales $1,514 million, down 2.3%. Stores, U.S. and Canada $1,131 million, down 5.4%; Direct, U.S. and Canada $275 million, up 3.0%; International and Other $108 million, up 24.9%. CEO Daniel Heaf: "this quarter marks the first direct net sales growth since 2021" and "we remain in the early stages of the transformation". Full-year net sales guided to a decline of 4% to 2.5%.Source
• Company filingAnnual report (10-K, fiscal 2024): "approximately 39 million active members of our loyalty program"; "nearly 80% of our U.S. sales came from our loyalty members"; buy online, pick up in store "continues to grow"; the company sells "home fragrance, body care and soap and sanitizer products" under Bath & Body Works, White Barn and other names, including "Everyday Luxuries, our prestige-inspired line of fine fragrance mists".Source
• Company filingSame release: 1,823 company-operated U.S. stores and 114 in Canada (37 opened and 27 closed in the quarter); 559 international partner-operated stores plus 37 travel retail locations. "Online, consumers can visit bathandbodyworks.com, Amazon and Ulta.com", and the brand is in "select Ulta Beauty stores". The CEO cites "continued momentum across our marketplace partnerships" and "elements of the Consumer First Formula" that are "beginning to work".Source

Inventory every tag, give each a speed cost from real-user data, move what can be moved server-side (the data team already works with "server-side event tracking"), and require a speed check before adding a tag.

Measurement should not slow down the shoppers it measures.

• Data loss

  Validate server-side data against the old tags.

• Chrome UX ReportReal Chrome visitors to www.bathandbodyworks.com on phones, September 21 to October 18, 2026 (75th percentile): Interaction to Next Paint 633 ms (Google's "good" limit is 200 ms; 30% of phone interactions take over 500 ms), Cumulative Layout Shift 0.38 (limit 0.1; 30% of phone page views shift by more than 0.25), Largest Contentful Paint 2.86s (limit 2.5s). On desktop, CLS is 0.53 and INP 447 ms. The site fails Core Web Vitals on both. Phone LCP is 16% faster than a year ago.Source
• HiringProduct Analyst, Customer Data Orchestration (posted August 13, 2026): supports the "MarTech Services Platform"; works with "customer data platforms (CDPs)", "customer segmentation, identity resolution, audience creation", "web/app analytics, or server-side event tracking", and runs A/B tests to "deliver seamless, data-driven customer experiences".Source
• HiringSenior Manager, Paid Media - Media Analytics & Investment Planning (NYC or Columbus, posted October 1, 2026): leads "media investment planning, forecasting, and budget management"; uses "MMM, campaign and platform reporting, brand lift and incrementality studies"; aligns media with "customer acquisition, retention, and re-engagement objectives".Source

Build a reviewed workflow: approved source copy goes in, generative AI drafts localized descriptions and marketplace listings, local partners approve, and every claim is checked against an approved list.

Faster localized content helps international partners and marketplaces launch new scents together.

• Wrong claims

  Approved-claims list and human approval.

• HiringSenior Analyst, AI & Data Product Delivery (posted September 8, 2026): delivery lead for "Data Science, Machine Learning, Artificial Intelligence, and Analytics products", from "discovery and experimentation through responsible production adoption"; knowledge of "Generative AI, and Responsible AI practices" and retail, eCommerce and customer analytics.Source
• HiringSenior Instructional Designer, International (posted October 7, 2026): leads "localization and publishing of digital learning content across multiple languages" for associates "across international markets", with "franchise partners", covering "customer engagement, product knowledge and selling techniques".Source
• Company filingSame release: 1,823 company-operated U.S. stores and 114 in Canada (37 opened and 27 closed in the quarter); 559 international partner-operated stores plus 37 travel retail locations. "Online, consumers can visit bathandbodyworks.com, Amazon and Ulta.com", and the brand is in "select Ulta Beauty stores". The CEO cites "continued momentum across our marketplace partnerships" and "elements of the Consumer First Formula" that are "beginning to work".Source

Build an adviser that asks about favourite scents, rooms and occasions, uses the member's history and product notes, and recommends a body care, home fragrance and gift pick with a sample option. Launch to members first and measure against a control.

Personal guidance closes the gap between store and online fragrance shopping.

• Bad recommendations

  Limit to in-stock products with clear notes.

• HiringSenior Analyst, AI & Data Product Delivery (posted September 8, 2026): delivery lead for "Data Science, Machine Learning, Artificial Intelligence, and Analytics products", from "discovery and experimentation through responsible production adoption"; knowledge of "Generative AI, and Responsible AI practices" and retail, eCommerce and customer analytics.Source
• Company filingAnnual report (10-K, fiscal 2024): "approximately 39 million active members of our loyalty program"; "nearly 80% of our U.S. sales came from our loyalty members"; buy online, pick up in store "continues to grow"; the company sells "home fragrance, body care and soap and sanitizer products" under Bath & Body Works, White Barn and other names, including "Everyday Luxuries, our prestige-inspired line of fine fragrance mists".Source
• HiringProduct Analyst, Customer Data Orchestration (posted August 13, 2026): supports the "MarTech Services Platform"; works with "customer data platforms (CDPs)", "customer segmentation, identity resolution, audience creation", "web/app analytics, or server-side event tracking", and runs A/B tests to "deliver seamless, data-driven customer experiences".Source

Offer auto-replenish on refills and soap with a member price, scent swaps each cycle (to keep the newness that drives the brand) and delivery or store pickup. Start with members who buy refills most often.

Subscriptions lock in the most frequent purchases and keep members in the brand between seasonal visits.

• Discounts cannibalize full-price buys

  Use scent swaps and perks rather than deep discounts.

• Competitor researchSol de Janeiro's homepage (checked October 20, 2026): banners "Free Sample With Every Order", "Subscribe To Save" and "Bundle & Save"; a "Cheirosa Candle Collection" and "Choose Your Cheirosa Candle Bundle", "SDJ.com Exclusive" products and an "Intense Perfume Mist Quad". Philosophy sells "perfumes, and bath and body collections"; Voluspa sells "Handcrafted Scented Candles, Oil Diffusers".See the research Source
• Partner siteBath & Body Works Australia's Wallflowers refills page: "Just plug in a Bath & Body Works Wallflowers refill and for weeks (and weeks), it'll fill your home"; "they keep the scent going 24/7 for up to 30 days".Source
• Company filingAnnual report (10-K, fiscal 2024): "approximately 39 million active members of our loyalty program"; "nearly 80% of our U.S. sales came from our loyalty members"; buy online, pick up in store "continues to grow"; the company sells "home fragrance, body care and soap and sanitizer products" under Bath & Body Works, White Barn and other names, including "Everyday Luxuries, our prestige-inspired line of fine fragrance mists".Source

Pick two countries without partner stores, sell a focused range through a marketplace there, and read demand, scent preferences and price tolerance before recruiting a store partner.

Evidence of demand makes partner deals faster and better sized.

• Regulatory differences

  Check product rules in each country first.

• Company filingSecond quarter 2026 (8-K, August 26, 2026): net sales $1,514 million, down 2.3%. Stores, U.S. and Canada $1,131 million, down 5.4%; Direct, U.S. and Canada $275 million, up 3.0%; International and Other $108 million, up 24.9%. CEO Daniel Heaf: "this quarter marks the first direct net sales growth since 2021" and "we remain in the early stages of the transformation". Full-year net sales guided to a decline of 4% to 2.5%.Source
• Company filingSame release: 1,823 company-operated U.S. stores and 114 in Canada (37 opened and 27 closed in the quarter); 559 international partner-operated stores plus 37 travel retail locations. "Online, consumers can visit bathandbodyworks.com, Amazon and Ulta.com", and the brand is in "select Ulta Beauty stores". The CEO cites "continued momentum across our marketplace partnerships" and "elements of the Consumer First Formula" that are "beginning to work".Source
• HiringManager, Enterprise Insights (posted September 22, 2026) delivers marketplace and consumer findings "to Digital, Store Operations, and Expanded Distribution Teams", with "a focus on digital and omni-channel insights". Senior Manager, Enterprise Insights (posted September 25, 2026) leads "brand tracking, concept testing, and advertising" research and "evaluating BBW performance relative to the competition".Source

Design carry-on-friendly mini sets and a "souvenir" scent per region, sold first in travel retail and online, with a loyalty sign-up code inside.

Travel retail reaches people far from a store and turns a trip into a new customer.

• Liquid limits

  Design sizes to carry-on rules.

• Company filingSame release: 1,823 company-operated U.S. stores and 114 in Canada (37 opened and 27 closed in the quarter); 559 international partner-operated stores plus 37 travel retail locations. "Online, consumers can visit bathandbodyworks.com, Amazon and Ulta.com", and the brand is in "select Ulta Beauty stores". The CEO cites "continued momentum across our marketplace partnerships" and "elements of the Consumer First Formula" that are "beginning to work".Source
• Company filingAnnual report (10-K, fiscal 2024): "approximately 39 million active members of our loyalty program"; "nearly 80% of our U.S. sales came from our loyalty members"; buy online, pick up in store "continues to grow"; the company sells "home fragrance, body care and soap and sanitizer products" under Bath & Body Works, White Barn and other names, including "Everyday Luxuries, our prestige-inspired line of fine fragrance mists".Source

Invite associates to an opt-in creator program: monthly scent picks and layering ideas, shared on social with clear disclosure, featured on product pages and in the app as "associate picks".

Authentic voices at scale, from people who smell the products every day.

• Brand consistency

  Light guidelines and review.

• Careers siteCareers site: "35+ years as brand", "1900+ stores across the U.S. and Canada", "500+ international stores", "60k associates company-wide"; associates are "Gingham Nation"; a store associate quote: "I started as a seasonal sales associate".Source
• Company filingAnnual report (10-K, fiscal 2024): "approximately 39 million active members of our loyalty program"; "nearly 80% of our U.S. sales came from our loyalty members"; buy online, pick up in store "continues to grow"; the company sells "home fragrance, body care and soap and sanitizer products" under Bath & Body Works, White Barn and other names, including "Everyday Luxuries, our prestige-inspired line of fine fragrance mists".Source