Bath & Body Works Expands into Brazil

Bath & Body Works (Columbus, Ohio) has opened its first store in Brazil, at the Morumbi Shopping Center in São Paulo. The move “strengthens Bath & Body Works’ global footprint as the brand expands its reach into prime international markets where consumer demand for fragrance and self-care is strong and growing,” the retailer said in a news release.

“The best opportunities are where consumers already love the category,” said B&BW CEO Daniel Heaf. “Brazil is one of the largest and most passionate fragrance markets in the world, making it a natural place for Bath & Body Works. We’re excited to bring our fragrances to more consumers and become part of how they express themselves every day.”

Exterior pf B&BW’s new store in Brazil.

In addition to its best-sellers and brand icons, Bath & Body Works has worked to localize its offerings in Brazil, where demand for fruity and tropical scents is strong. The Viva collection, which first debuted in U.S. stores, is also represented in this assortment. It features fragrances inspired by Brazil’s vibrant culture, energetic spirit and breathtaking scenery, the release said.

The company did not say if and when it plans any additional stores in the country. The Brazil store joins the brand’s 550-plus international locations spanning six continents and more than 45 countries. The U.S. remains B&BW’s largest market by far, with 1800 stores.