Bath & Body Works expands retail footprint with new store concepts

Bath & Body Works is implementing several retail expansions and design updates. The company is launching its first standalone Scottish store at Frasers Plus Braehead, which is scheduled to open ahead of the Christmas season. The new location will exceed 2,000 square feet and focus on fragrance, beauty, and seasonal gifting.

In the United States, the retailer is debuting a redesigned shopping experience called the “Feel Good” concept. This new layout, which includes locations in Columbus, Ohio, and Charlotte, North Carolina, moves away from product-line organization in favor of fragrance categories such as “Warm & Woodsy” or “Fruity & Bright.”

The redesigned stores feature interactive elements like an Eau de Parfum bar, a lip-and-blend station, and a digital Fragrance Finder to provide personalized scent recommendations. These pilot locations are intended to gather customer feedback to inform future global store designs.