Why Bath and Body Works Lost Its Scent With Shoppers
Bath and Body Works used to own the mall fragrance space. Now traffic is shrinking, margins are squeezed and a new CEO is blaming the old playbook.
In this episode, we break down what went wrong and whether the turnaround plan has a real shot.
We cover:
How chasing “adjacent” categories like shampoo and laundry backfired
Why discounting destroys price integrity in a brand-led business
The missed opportunity in e-commerce and Amazon resellers
What Bath and Body Works can learn from Walmart, Target and TJX
How to think about profit from the core in your own business
If you want to sharpen your operator brain and see how a real consumer brand tries to pull out of a stall, this one is for you.
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