Bath & Body Works Unveils Concept Store

Bath & Body Works (Columbus, Ohio) has opened its first “Feel Good” concept store in the SouthPark Mall in Charlotte, N.C. Beyond that, two similar spaces are slated to open next month in Easton Town Center in Columbus, Ohio, and the Town and Country mall in Miami.

The concept’s underlying idea, the retailer said in a news release, is “to make fragrance discovery easier and product benefits clearer.” To that end, the layout includes flexible feature walls, immersive testing stations and dedicated discovery zones designed to encourage hands-on exploration of fragrances and formulas.

Specific features of the new layout include an Eau de Parfum bar that encourages fragrance discovery; a lip-and-blend station; dedicated sink zones; and shoppable drawers. The space is also home to enhanced signage and product storytelling.

As for its materials palette, design brings together natural stone, custom-colored tile and warm wood.

“Natural materials, a welcoming layout and thoughtful product storytelling come together to create a space that encourages discovery and helps consumers connect with the products they love in a fresh, engaging way,” said Samantha Day, Associate VP of Store Design for the brand, which has roughly 1900 company-operated stores across the United States and Canada, along with 500-plus international franchises.