Bath & Body Works has unveiled the first-of-a-kind Feel Good concept store in Charlotte, North Carolina, which is a reimagined retail experience specializing in fragrance discovery.
This store is the first of three concept stores, which is set to open this fall, with additional openings planned across Easton Town Center in Columbus, Ohio, and Town and Country in Miami, Florida.
The move is part of the brand’s strategic transformation plan, which aims to place the shopper at the center of the business.
Maly Bernstein, chief commercial officer at Bath & Body Works said: “Our consumer-first formula starts with listening to consumers and understanding what they want from Bath & Body Works.
“The Feel Good concept brings those insights to life in new and innovative ways while giving us an opportunity to test, learn, and gather real-time feedback on fragrance discovery, trial, and connection in our stores.
“As the first of three concept stores, Charlotte will help us better understand how consumers engage with our brand, informing how we continue to evolve the store experience while staying true to the warmth, joy, and discovery consumers expect from Bath & Body Works.”
According to the business, the consumer insights have assisted in simplifying navigation and aim to make the products’ benefits clearer ways to discover fragrances.
The retailer stated feedback from the shoppers helped to shape the format, which aims to offer a streamlined testing experience.
There is a simplified floorplan, which has dedicated testing spaces with a more contemporary expression of Bath & Body Works brand.
Bath & Body Works will offer a curated product assortment that highlights the company’s signature fragrances and formulas, which include Champagne Toast, Warm Vanilla Sugar, and Japanese Cherry Blossom.
The business introduced enhanced signage and product storytelling throughout the space, and everything is organized by fragrance family, which includes Warm & Woodsy and Fruity & Bright.
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