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Bath & Body Works Debuts New Store Design

Gingham+ incorporates calmer palette, dedicated product zones

Published

2 months ago

March 20, 2025

VMSD

The exterior of a new-design Bath & Body Works. Image: Courtesy of Bath & Body Works

Bath & Body Works (Columbus) has taken the wraps off its new Gingham+ store design for the U.S. and across the globe. To date, Bath & Body Works has opened more than 15 stores with the new design in South Korea, Los Angeles, Texas and elsewhere, and this year, the brand will continue to roll out Gingham+ at most of its new stores in the U.S.

Informed by research and consumer insights, the new Gingham+ store design includes:

• A layout designed to improve store navigation, including dedicated zones for key product categories, larger aisles and more shopping space.

• New scent bars in select stores where customers can easily test candles, wallflowers and fragrance mists.

• Videos that help customers discover new fragrances and products.

“We’re constantly leveraging data and insights to create and refine a one-of-a-kind retail experience that truly sets us apart,” said Eduardo Tonietto, Group VP of Store Design, who led the in-house team responsible for creating Gingham+.

For example, as Gen Z continues to show a desire for shopping in-person over online, Bath & Body Works incorporated that preference into the new format.

“We’ve heard from this demographic that many of their purchase decisions are rooted in their ability to try a product first, and while we’ve previously offered this, our new design is more intentional with specific destinations in store to test and learn,” says Tonietto. “Our team also knows that Gen Z is looking for a more relaxing and toned down in-store experience, so we’ve brought in a softer color palette for our fixtures and finishings and incorporated a more neutral palette.”

Overall, Bath & Body Works has just under1900 company-operated locations in the U.S. and Canada, along with more than 525 international franchised locations.

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