Bath & Body Works Debuts First Feel Good Concept Store, Offering a New Store Experience Designed to Make Fragrance Discovery Easier
Key Highlights
- ➤Bath & Body Works opened its first Feel Good concept store in Charlotte.
- ➤Two additional concept stores will open in Columbus and Miami this fall.
- ➤New Fragrance Finder offers guided, personalized scent recommendations to shoppers.
- ➤Concept advances Consumer First Formula through redesigned stores and product presentation.
Expert Statements
Maly Bernstein, Chief commercial officer at Bath & Body Works
“Our Consumer First Formula starts with listening to consumers and understanding what they want from Bath & Body Works.”
Maly Bernstein, Chief commercial officer at Bath & Body Works
“The Feel Good concept brings those insights to life in new and innovative ways, while giving us an opportunity to test, learn and gather real-time feedback on fragrance discovery, trial and connection in our stores.”
Maly Bernstein, Chief commercial officer at Bath & Body Works
“As the first of three concept stores, Charlotte will help us better understand how consumers engage with our brand, informing how we continue to evolve the store experience while staying true to the warmth, joy and discovery consumers expect from Bath & Body Works.”
Samantha Day, Associate vice president of store design at Bath & Body Works
“The intent behind our Feel Good concept stores was to create an environment that feels warm, authentic and beautiful while making it easier and more enjoyable for consumers to shop.”
Samantha Day, Associate vice president of store design at Bath & Body Works
“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.”
What You Should Know * Bath & Body Works today opened its first Feel Good concept store in Charlotte, North Carolina, with Columbus, Ohio and Miami, Florida locations to follow this fall. * Guided by consumer insights, the format pairs an open floorplan and clearer product information with hands-on testing and associate fragrance expertise. * The Feel Good concept advances Bath & Body Works’ Consumer First Formula through changes to store design, product presentation and fragrance discovery that respond to consumers’ asks. COLUMBUS, Ohio, Oct. 23, 2026 (GLOBE NEWSWIRE) -- Bath & Body Works today opened the first of its new Feel Good concept stores in Charlotte, North Carolina, introducing a reimagined retail experience designed to make fragrance discovery easier and product benefits clearer.
The Charlotte SouthPark Mall location is the first of three concept stores opening this fall, with additional openings planned in Easton Town Center in Columbus, Ohio, and Town and Country in Miami, Florida.
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