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.
The Feel Good concept advances Bath & Body Works’ Consumer First Formula, the brand’s strategic transformation plan that places the consumer at the center of every decision. In stores, that means using consumer insights to simplify navigation, make product benefits clearer and give consumers more ways to discover fragrances and formulas that fit their needs.
Feedback from consumers helped shape the format, highlighting shoppers’ interest in easier navigation, clearer information about ingredients and benefits, and a more streamlined testing experience. A simplified floorplan, focused product displays and dedicated testing spaces bring those priorities to life through a more contemporary expression of the Bath & Body Works brand.
“Our Consumer First Formula starts with listening to consumers and understanding what they want from Bath & Body Works,” said 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. 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.”
A curated product assortment highlights the brand’s signature fragrances and formulas, including Champagne Toast, Warm Vanilla Sugar, Japanese Cherry Blossom, In the Stars and Bath & Body Works’ Fruit Fusion and Essentials franchises.
Throughout the store, flexible feature walls, immersive testing stations and dedicated discovery zones encourage hands-on exploration of fragrances and formulas. Designed to evolve with consumer interests and seasonal trends, feature frames spotlight new product launches, iconic fragrances and product ingredients and efficacy, creating fresh opportunities for discovery throughout the year. Experiential touchpoints throughout the store invite consumers to engage with products in new ways, including an Eau de Parfum bar that celebrates fragrance discovery, a playful lip-and-blend station and dedicated sink zones that bring product testing and demonstrations to life. Interactive testing stations, including demo sinks, and a new digital Fragrance Finder help consumers explore products with confidence. Through a quick, guided quiz, the Fragrance Finder matches shoppers with fragrance families and personalized scent recommendations based on their preferences, making it easier to discover new favorites. The concept also introduces shoppable drawers to create a cleaner, more intuitive shopping experience, allowing consumers to browse products at their own pace while keeping the space feeling organized and inviting.
The elevated design brings together natural stone, custom-colored tile and warm wood to create an inviting, thoughtfully designed environment that feels both authentic and grounded. Enhanced signage and product storytelling throughout the space highlight the ingredients, benefits and efficacy behind Bath & Body Works products, helping consumers make more informed choices. Products are organized by fragrance family, including Warm & Woodsy and Fruity & Bright, creating an intuitive shopping experience that encourages exploration and makes it easier for consumers to discover scents they love.
“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,” said 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.”
The first Feel Good concept store is now open at SouthPark Mall, 4400 Sharon Rd, Suite G35B, Charlotte, North Carolina. Additional concept stores will open at Easton Town Center, 178 Easton Town Center, Columbus, Ohio, in late October and Palms at Town & Country, 8510 Mills Dr Miami, Florida in November.
ABOUT BATH & BODY WORKS
Bath & Body Works is a global leader in personal care and home fragrance, driven by the belief that everybody deserves to feel good.
The brand’s beloved and iconic scents are expertly crafted for exceptional performance and a luxury fragrance experience. Formulated with thoughtfully chosen ingredients, Bath & Body Works’ body care products are available in multiple forms including fine fragrance mist, body cream, lotion, eau de parfum, body wash, hand soap, sanitizer and more. The brand’s famous 3-wick candles are made with rich, high quality fragrance oils layered throughout a premium soy wax base, for up to 45 hours of room-filling fragrance.
Consumers can shop Bath & Body Works anytime and anywhere they choose, from welcoming, in-store experiences at more than 1,900 stores in the U.S. and Canada, 500-plus international locations, online at bathandbodyworks.com and on Amazon.
MEDIA CONTACT
Jada Miles
communications@bbw.com
A photo accompanying this announcement is available at https://www.globenewswire.com/NewsRoom/AttachmentNg/3cd43d63-3dab-4d0e-aa15-ac5780e647ba
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