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In a major move to capture changing consumer foot traffic, Bath & Body Works is expanding its retail footprint beyond its store locations.
The legacy specialty retailer announced Tuesday a strategic partnership with Ulta Beauty to bring its products to the beauty retailer’s national network. The release, which will reach more than 600 stores on July 12, represents the company’s “Consumer First Formula” strategy to change from a specialty store to a comprehensive global brand with the help of third-party market partners.
“What this strategic partnership represents is an evolution in how we think about reaching, connecting with consumers wherever they choose to shop,” Bath & Body Works chief commercial officer Maly Bernstein told Fox News Digital.
“Ulta Beauty allows us to be seen in a new, more relevant space where consumers are already exploring beauty and fragrance,” she added. “It’s a complementary approach, giving us another touchpoint to introduce the brand to new audiences while continuing to invest in our stores and digital channels.”
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The expansion of Ulta stores means that shoppers no longer have to make the pilgrimage to traditional malls to buy personal care essentials, including perfumes, lotions, hand soaps, candles and more.
Bath & Body Works products will be available for purchase in more than 600 Ulta Beauty stores starting July 12. (Getty Images)
The deal also includes the exclusive return of “Juniper Breeze,” a popular legacy fragrance from the 1990s and 2000s, which Bath & Body Works says is intended to appeal to discerning consumers.
According to a company report, Bath & Body Works said it has seen “encouraging initial results” from expanding select markets, “strengthening demand for the product in new shopping areas.”
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“What we’ve seen in early market growth, including our launch on Amazon earlier this year, is that consumers shop differently by channel, and that behavior is growing rather than extreme,” Bernstein explained. “We see Amazon delivering consistent growth and a young, affluent consumer, making it a strong customer acquisition channel that expands our reach.”
“The 600-plus doors were selected in partnership with Ulta, prioritizing their best-performing fleet. This is a highly selective, data-driven installation designed to increase productivity at launch and position us for future scale,” he continued.
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Columbus, Ohio-based Bath & Body Works currently operates more than 1,900 stores in the United States and Canada and more than 500 locations internationally, according to the company. Ulta Beauty, founded in 1990, operates more than 1,500 domestic stores and is actively expanding its international presence through subsidiaries and joint ventures in the UK, Ireland, Mexico and the Middle East.
“Our goal is to put ourselves directly in the path of consumers and make it easy for them to find us and love each other, wherever they shop,” said Bernstein. “This partnership makes Bath & Body Works more accessible and accessible in places where consumers already shop for beauty and personal care.”
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