Markets 
In a major shift to capture changing consumer foot traffic, Bath & Body Works is expanding its retail footprint well beyond its own storefronts.
The legacy specialty retailer announced Tuesday a strategic partnership with Ulta Beauty to bring its products to the beauty retailer’s nationwide network. The rollout, which will reach more than 600 stores on July 12, represents the company’s “Consumer First Formula” strategy to transition from a specialty retailer into a broader global brand by leveraging third-party marketplace partners.
“What this strategic partnership reflects is an evolution in how we think about reach, meeting consumers wherever they choose to shop,” Bath & Body Works Chief Commercial Officer Maly Bernstein told Fox News Digital.
“Ulta Beauty allows us to show up in a new, highly relevant environment where consumers are already exploring beauty and fragrance,” she added. “It’s a complementary approach, giving us another touchpoint to introduce the brand to new audiences while continuing to invest in our stores and digital channels.”
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The expansion into Ulta stores means consumers no longer need to make a dedicated trip to traditional shopping malls to purchase self-care staples, including fragrances, lotions, hand soap, candles and more.
The deal also includes the exclusive return of “Juniper Breeze,” a popular legacy scent from the 1990s and 2000s, which Bath & Body Works says is intended to appeal to nostalgic consumers.
According to a company press release, Bath & Body Works said it saw “encouraging early results” from selective marketplace expansion, “reinforcing demand for the brand in new shopping environments.”
“What we’ve seen through early marketplace expansion, including our launch on Amazon earlier this year, is that consumers shop differently depending on the channel, and that behavior is incremental rather than overlapping,” Bernstein explained. “We are seeing Amazon bring in consistent growth and a younger, more affluent consumer, making it a strong customer acquisition channel that is expanding our reach.”
“The 600-plus doors were jointly selected with Ulta, prioritizing their highest-performing fleet. This is a highly curated, data-led entry designed to maximize productivity at launch and position us for future scale,” she continued.
Columbus, Ohio-based Bath & Body Works currently operates more than 1,900 stores in the United States and Canada and more than 500 international locations, according to the company. Ulta Beauty, founded in 1990, operates more than 1,500 domestic stores and is actively expanding its international presence via subsidiaries and joint ventures in the U.K., Ireland, Mexico and the Middle East.
“Our goal is to position ourselves directly in the path of the consumer and make it easier for them to find and fall in love with us, wherever they shop,” Bernstein said. “This collaboration makes Bath & Body Works easier to discover and access in the places consumers are already shopping for beauty and self-care.”
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