Q&A with Heather Rickman, Director of International Marketing and Visual Merchandising
Greetings from London! Are you ready to join your favorite fragrance brand on an unforgettable adventure through one of the world’s most renowned cities?
Bath & Body Works opened its 500th international store on November 1, 2024, in Westfield Stratford City, a vibrant shopping mall in London with hundreds of retailers. It’s the brand’s second store in London and seventh in the United Kingdom.
The UK beauty market is highly dynamic and influential, known for setting global beauty trends and showcasing a strong demand for a variety of high-quality products. The UK consumer is also keen on exploring new and innovative fragrances, making it an ideal market for Bath & Body Works given our incredible portfolio of fragrances.
Additionally, the UK's strong retail infrastructure and enthusiastic beauty culture offer a prime opportunity to further the brand’s successful international growth strategy.
In celebration of Bath & Body Works’ 500th international store opening, we are exploring London’s top attractions and hidden gems— from the city’s iconic double-decker buses to its breath-taking architecture. If you only had 48 hours in this renowned city, what would your itinerary look like? Outside of a visit to our latest store, of course!
We sat down with Heather Rickman, Director of Marketing and Visual Merchandising on our international team to get her perspective. Heather has been with Bath & Body Works for 16 years and is instrumental in recreating the one-of-a-kind brand experience we know our customers love throughout the UK and across the globe. London is near and dear to Heather—she attended university there and lived in a flat near Piccadilly Circus with nine other women from around the world.
Prepare to be awe-struck as you explore East London, a trendy area with unique shops, captivating art, and the coolest cafes. In this Q&A, Heather shares some of her favorite places and experiences.
Why did Bath & Body Works select Westfield Stratford City for its 500th store?
Westfield Stratford City is the UK’s most popular shopping center and is emerging as an important lifestyle center in East London. The center provides sensory and emotional experiences beyond shopping. Besides Bath & Body Works, some of my favorites are Boots, a British health and beauty retailer, Duck World, a designer rubber duck store and Marks & Spencer (M&S), a multinational retailer (for Percy Pigs).
Where are your favorite places to go sightseeing in London?
Honestly, the best way to sight see is to find a “Hop on Hop off London sightseeing bus”. I highly recommend sitting at the top if the weather permits!
What are some of your favorite places to eat?
There are so many! I adore Wagamama, a British restaurant chain. Mildred’s has been a personal favorite for years. They opened in the late 80’s and are London’s plant-based pioneers where you can get traditional English cuisine in vegan form. For the experience, I also love Coppa Club, specifically, the Tower Bridge Location. They have outdoor “igloos” that transition by season. The view is spectacular overlooking the Southbank skyline. This location is close to the Tower of London, the Shard, and the River Thames.
What is your go-to pub to visit while in town?
Waxy O’Connor’s London. This is technically an Irish bar, but the experience is amazing! The pub is in Soho and has four bars on six levels. It’s a labyrinth of experiences all centered around the famous waxy Tree in the center.
What is your top coffee or tea spot?
For coffee, Ralph’s Coffee on New Bond Street. This is a new discovery for me, and the branding is on point. Ralph’s is located in the Ralph Lauren flagship on one of the most iconic shopping streets in the world. This is currently a pop up, so go soon!
For tea, Fortnum & Mason. They have been serving afternoon tea for over a century! Fortnum and Mason has multiple floors of coffee, tea, biscuits, chocolates, and more. Plus, the packaging is iconic and very giftable.
Outside of Westfield Stratford City, where is your favorite place to shop?
Hands down, Liberty of London. Give yourself a few hours to get lost in the floors of Liberty. If you’re able to, I suggest taking the steps instead of the elevator; the winding staircase is stunning and the creative on the walls is worth the steps!
It may seem obvious, but Selfridge’s is also a favorite. The windows are always inspirational and the Corner Shop is a permanent pop-up space that features a variety of designers.
What are some hidden gems that the average tourist may not be familiar with?
The Poetry Pharmacy. Originally in Bishop’s Castle, there is a new location on Oxford Street inside of Lush. This “pharmacy” prescribes Keats, Emerson, and Plath over pills.
I also love Third Man Records, musician Jack White’s record store. Technically you can visit this store in Nashville and Detroit but London houses one of two Literariums in the world-- a vending machine that pops out random chapters from books, poems, or short stories.
Lastly, Heather shared that every time she visits London, she tries to balance her time between nostalgic experiences and brand new—but no matter where the adventure leads, Bath & Body Works is a part of the exciting journey.