Bath & Body Works Transforms the Shopping Experience With New Store Layout

Bath & Body Works has transformed the shopping experience for customers with a new store layout.

The American retailer specializing in fragrances, body care, and home products recently debuted a new store design called Gingham+. Per a press release, the concept includes a new layout, technology features, and scent bars. However, not all locations have yet received the upgrade.

Fifteen new Bath & Body Works locations currently feature the design, including stores in South Korea, Los Angeles, Texas, and several other locations around the world. The company will roll out Gingham+ to a majority of new stores in the U.S. throughout 2025.

Design elements with Gingham+ include improved store navigation with dedicated zones for specific product categories, larger aisles, and more shopping space. Some stores will have scent bars where customers can test candles, wallflowers, and fragrance mists.

Videos will also help shoppers discover fragrances and products. This new redesign is specifically modified to attract Gen Z shoppers to brick-and-mortar stores.

Eduardo Tonietto, group vice president of store design, led the new design development and said of the new format, “The customer is at the heart of all our decision-making as a brand and drives everything we do as a business. We’re constantly leveraging data and insights to create and refine a one-of-a-kind retail experience that truly sets us apart.”

For Gen Z shoppers who would rather spend their time in stores to do their shopping, Tonietto says that the new stores were crafted with that tactile shopping method specifically in mind.

“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.”

Bath & Body Works’ Enduring Popularity

Founded in 1990 in New Albany, Ohio, Bath & Body Works has grown into one of the largest bath and beauty retailers in the U.S. and beyond, with thousands of stores worldwide.

Some of the brand’s top-selling products include body care, home fragrance, hand care, and a men’s collection. The retailer remains hugely popular for those who gravitate toward its warm and inviting scents.

Bath & Body Works is also known for its frequent sales and promotions for loyal shoppers, including its Buy 3, Get 3 Free deals and its Semi-Annual Sale. It is available to both Bath & Body Works Rewards members and non-members twice a year, in-store and online, and is a twice-a-year clearance sale that lasts three weeks to a month.

With a strong customer base and constantly evolving product lines, Bath & Body Works remains a go-to brand for self-care and home fragrance. Currently, the brand’s products can be found in approximately 40% of U.S. households, according to the company.