Bath & Body Works, Inc. is a specialty retailer built around fragrance-driven personal care and home products, with roots in Columbus, Ohio dating back to 1963. The company sells under Bath & Body Works®, White Barn® and other brand names, with a product mix centered on home fragrance, body care, soaps and sanitizers. Its business combines company-operated stores in the U.S. and Canada with e-commerce, plus a large international franchise, license and wholesale footprint in more than 45 countries. The brand is known for frequent newness, seasonal collections and a tightly managed supply chain that supports fast product refreshes across stores and digital channels.
18,9 %
43,7 %
8,9 %
−0,2 %
1.27
0.83
| % | |
|---|---|
| Home fragrance | 40% Candles, diffusers, room sprays and related fragrance products for the home. |
| Body care | 30% Fragrance mists, lotions, creams and other personal care items. |
| Soap and sanitizer | 15% Hand soaps, sanitizers and related everyday hygiene products. |
| Retail stores | 10% Company-operated stores in the U.S. and Canada that drive most consumer sales. |
| International franchise, license and wholesale | 5% Royalties and wholesale sales from partners outside North America. |
The core customer is a value-conscious consumer shopping for fragrance-led personal care and home products, often for...
Buy fragrance, body care and soap products in company-operated stores for convenience, discovery and promotions.
Purchase online for assortment access, replenishment and fulfillment convenience, including BOPIS behavior.
Shop frequently because rewards and points encourage repeat purchases and higher visit frequency.
Buy through local partners for market access, brand licensing and wholesale distribution.
Bath & Body Works generates most of its business in the United States and Canada through company-operated stores and...
The company’s near-term strategy centers on improving speed, efficiency and profitability while continuing to refresh...
Lowering the cost base creates room to invest in merchandising and brand while protecting margins.
Frequent newness and strong fragrance positioning are central to traffic and repeat purchases.
Customers increasingly use BOPIS and digital channels, so fulfillment quality affects conversion and loyalty.
Bath & Body Works is exposed to consumer spending cycles because its products are discretionary and often purchased in...
A significant portion of operating income and cash flow is typically realized in the fourth quarter, so weak holiday performance can materially affect annual results.
Changes in tariffs or trade policy can increase product costs and disrupt sourcing, even with a predominantly domestic supply chain.
The company processes large volumes of customer and associate data, and a breach could cause operational disruption, legal liability and reputational damage.
The business depends on consumer traffic and suitable retail locations, so weaker mall or center traffic can reduce sales productivity.
Franchise, license and wholesale revenue depends on third-party partners, making growth and brand control less direct than company-owned operations.
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: 11/08/2026