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What the company is doing

Bath & Body Works, LLC. is a US retailer of Victoria's Secret under the umbrella of the L Brand (formerly Exclusive Brands). Established in 1990 in New Albany, Ohio, it's spread to 6 continents since then. In 1997, it was the United States' biggest bath products shop chain. It produces lotions, shower gels, candles, creams, perfumes, and home aromas.

How big it is

Bath & Body Works is one of the leading specialty stores worldwide. In it, you can also find America's Favorite Fragrances offering various unique body and home fragrances, including the best body lotion and body cream collections, body shaving, hand soap, and fine perfume mist. Customers search for quality, trendy products and the newer, freshest fragrances at Bath &Body Works for more than 25 years. You can buy the fragrant items worldwide and online in over 1,900 Bath & Body Works and White Barn stores.

The history of the brand

Bath & Body Works' history started from its first store opened in September 1990 at a Cambridge, Massachusetts mall. In 1997, Bath & Body Works launched its secondary brand called Bath & Body Works at Home. Then the division was renamed Slatkin, and later the White Barn Candle Company. Both a seasonal catalog and a blog were released in 2006 by Bath & Body Works. In November 2006, the company launched its first television commercial advertisement.

Business directions

The brand's target audience is consumers who love more sophisticated items (than those sold in drugstores) and pocket-friendly products. Here is another appealing factor about the brand: neither it tries to compete with Estee Lauder or L'Oreal for high-priced goods in its luxury segment nor sells lotions or soaps that are manufactured in mass at low prices. In addition, it does not pursue celebrity sponsorship, as opposed to famous fragrance brands, but instead emphasizes the home-grown element. This domestic appeal is something that Bath & Body Works' customers love about the brand.

The ads, or rather lack of them, are also another striking feature of Bath & Body Works. The business targets consumers who have already visited its stores rather than using traditional ad campaigns. Contact information for customers is obtained at the checkout, and then advertisements and publications are sent via e-mail and snail-mail. The business aims to zeroing on its target clients and uses efficient means to keep them in their shops.

Key facts about the company

Initially, Bath & Body Works sold at Express, a shop chain previously owned by L Brands. However, the company created a fictitious character, "Kate," as its creator when the brand was transformed into a down-home style company. Each store is modeled like the house of Kate, and clients are treated as Kate's guests. An employee in the shop welcomes the customer and tells about the promotional deals. Once interested, the client can try the samples of the items he likes.

Mission and vision

Bath & Body Works is committed to creating a family of the most trendy brands in the world that deliver innovative consumer experiences that drive long-term reliability and provide shareholders with sustainable growth.

Locations: 514 locations in 47 states and 391 cities.


  • Cosmetics & Perfumes
  • Skin Care
  • Beauty Supplies & Equipment
  • Candles

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