Bath & Body Works recently debuted its new Gingham+ store design for its successful brick and mortar retail footprint in the US and across the globe. To date, Bath & Body Works has opened more than 15 stores with the new design in South Korea, Los Angeles, Texas and several other locations around the world. This year, the brand will continue to roll out Gingham+ in a majority of its new store openings in the US.
Gingham+ incorporates more elevated design elements, technology features, a more open floorplan and redesigned fixtures to deliver a seamless in-store customer shopping experience.
Informed by research and consumer insights, the new Gingham+ store design includes:
A new layout designed to improve store navigation including dedicated zones for key product categories, larger aisles and more shopping space.
New scent bars in select stores where customers can easily test candles, wallflowers and fragrance mists.
Videos that help customers discover new fragrances and products.
Eduardo Tonietto, Group Vice President of Store Design, led the new design development alongside Bath & Body Works’ store design team and shared additional insights into the making of the new store format.
“The customer is at the heart of all our decision making as a brand and drives everything we do as a business,” says Tonietto. “We’re constantly leveraging data and insights to create and refine a one-of-a-kind retail experience that truly sets us apart.”
For example, as Gen Z continues to show a desire for shopping in-person over online, Bath & Body Works thoughtfully incorporated their preferences into this new format.
“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 has been a global leader in fragrance for more than three decades. Currently the brand’s products can be found in approximately 40% of U.S. households, and Bath & Body Works continues to build on that proven success by innovating in response to evolving customer needs. Key to this work is the delivery of exceptional, seamless shopping experiences in stores and online that set the brand apart and bring the power of fragrance to life.
To learn more about Bath & Body Works, visit bbwinc.com.