Bath & Body Works Launches in Over 600 College Campuses Nationwide
Bath & Body Works (NYSE:BBWI) has announced its expansion into over 600 college campus stores nationwide, marking its first major distribution outside of its own retail locations. The initiative targets Gen Z consumers by offering a curated selection of popular fragrances including Champagne Toast, Mahogany Teakwood, Platinum, and Warm Vanilla Sugar across various product categories.
The company's strategic move is supported by strong brand recognition among younger consumers, as evidenced by its #1 ranking as the preferred fragrance brand among American teens in the April 2025 Piper Sandler survey. Bath & Body Works also ranked #3 for in-person beauty shopping and placed in the top 5 for loyalty programs among female teens.
Bath & Body Works (NYSE:BBWI) ha annunciato la sua espansione in oltre 600 negozi universitari in tutto il paese, segnando la sua prima grande distribuzione al di fuori delle proprie sedi retail. L'iniziativa 猫 rivolta ai consumatori della Generazione Z, offrendo una selezione curata di fragranze popolari come Champagne Toast, Mahogany Teakwood, Platinum e Warm Vanilla Sugar in diverse categorie di prodotti.
La mossa strategica dell'azienda 猫 supportata da un forte riconoscimento del marchio tra i consumatori pi霉 giovani, come dimostra il suo primo posto come brand di fragranze preferito tra gli adolescenti americani secondo il sondaggio Piper Sandler di aprile 2025. Bath & Body Works si 猫 inoltre classificata terza per gli acquisti di bellezza in negozio e ha raggiunto il top 5 nei programmi di fidelizzazione tra le adolescenti.
Bath & Body Works (NYSE:BBWI) ha anunciado su expansi贸n a m谩s de 600 tiendas en campus universitarios a nivel nacional, marcando su primera distribuci贸n importante fuera de sus propias tiendas f铆sicas. La iniciativa est谩 dirigida a consumidores de la Generaci贸n Z, ofreciendo una selecci贸n curada de fragancias populares como Champagne Toast, Mahogany Teakwood, Platinum y Warm Vanilla Sugar en varias categor铆as de productos.
El movimiento estrat茅gico de la compa帽铆a cuenta con un fuerte reconocimiento de marca entre los consumidores j贸venes, evidenciado por su posici贸n n煤mero 1 como la marca de fragancias preferida entre los adolescentes estadounidenses seg煤n la encuesta Piper Sandler de abril de 2025. Bath & Body Works tambi茅n se ubic贸 en el tercer lugar para compras de belleza en persona y en el top 5 en programas de fidelidad entre las adolescentes.
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Bath & Body Works (NYSE:BBWI) a annonc茅 son expansion dans plus de 600 boutiques sur les campus universitaires 脿 l鈥櫭ヽhelle nationale, marquant sa premi猫re grande distribution en dehors de ses propres points de vente. Cette initiative cible les consommateurs de la g茅n茅ration Z en proposant une s茅lection soign茅e de parfums populaires tels que Champagne Toast, Mahogany Teakwood, Platinum et Warm Vanilla Sugar dans diff茅rentes cat茅gories de produits.
La d茅marche strat茅gique de l鈥檈ntreprise est soutenue par une forte reconnaissance de la marque aupr猫s des jeunes consommateurs, comme en t茅moigne son classement n掳1 en tant que marque de parfum pr茅f茅r茅e des adolescents am茅ricains selon l鈥檈nqu锚te Piper Sandler d鈥檃vril 2025. Bath & Body Works s鈥檈st 茅galement class茅e 3e pour les achats de beaut茅 en magasin et figure dans le top 5 des programmes de fid茅lit茅 chez les adolescentes.
Bath & Body Works (NYSE:BBWI) hat seine Expansion auf 眉ber 600 College-Campus-Filialen landesweit angek眉ndigt und markiert damit seine erste gro脽e Vertriebsausweitung au脽erhalb der eigenen Einzelhandelsstandorte. Die Initiative richtet sich an die Generation Z und bietet eine kuratierte Auswahl beliebter D眉fte wie Champagne Toast, Mahogany Teakwood, Platinum und Warm Vanilla Sugar in verschiedenen Produktkategorien an.
Der strategische Schritt des Unternehmens wird durch eine starke Markenbekanntheit bei j眉ngeren Verbrauchern gest眉tzt, wie die Rangliste als bevorzugte Duftmarke unter amerikanischen Teenagern auf Platz 1 in der Piper Sandler Umfrage vom April 2025 zeigt. Bath & Body Works belegte au脽erdem den 3. Platz beim Beauty-Einkauf vor Ort und erreichte unter weiblichen Teenagern die Top 5 bei Treueprogrammen.
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Insights
BBWI's campus expansion targets Gen Z directly with 600+ new points of sale, marking strategic distribution shift beyond company-owned channels.
Bath & Body Works' expansion to over 600 college campus stores represents a significant shift in their distribution strategy. This move creates an entirely new sales channel outside their traditional company-owned stores, positioning their products directly in front of millions of Gen Z consumers鈥攁 demographic where they're already seeing strong traction.
This distribution expansion is particularly strategic for several reasons. First, it eliminates friction in the purchasing process by placing products where students already shop daily. Second, it creates brand touchpoints during a formative life stage where brand loyalties are established. Third, the company has wisely curated their assortment to focus on fragrances already popular with Gen Z like Champagne Toast and Mahogany Teakwood, rather than testing their full catalog.
The timing aligns perfectly with back-to-school shopping, one of retail's most significant seasonal opportunities. By partnering with ICM Distributing Company, BBWI gains immediate access to a vast campus retail network without building their own distribution infrastructure.
This approach complements BBWI's broader Gen Z strategy, which includes their Gingham+ store format and success on TikTok Shop. The Piper Sandler survey results showing BBWI as the #1 fragrance brand among American teens validates their strategy is already working. This campus expansion essentially amplifies an existing strength rather than attempting to create a new one.
The brand debuts a new distribution strategy to reach younger customers by creating access to its most loved fragrances
COLUMBUS, Ohio, Aug. 06, 2025 (GLOBE NEWSWIRE) -- Just in time for back-to-school season, Bath & Body Works is entering college campuses nationwide. The brand is selling its products in more than 600 campus stores, marking the first time it has ever distributed products at this scale outside its own stores.
College students will be able to conveniently shop on campus from a curated assortment of Bath & Body Works鈥� top selling fragrances among Gen Z such as Champagne Toast, Mahogany Teakwood, Platinum and Warm Vanilla Sugar in a variety of product forms including body and lip care, hand soap, wallflower heaters and bulbs, candles and sanitizers.
By putting the brand directly in the path of millions of college students, Bath & Body Works will bring the comfort of home to dorm rooms while offering another layer of convenience for students to purchase its fragrances and personal care items directly on campus. The program is one of the many ways Bath & Body Works is targeting Gen Z consumers, a key demographic for the brand.
With its high quality and on-trend fragrances, sold-out launches on TikTok Shop and the continued success of the brand鈥檚 Bath & Body Works has positioned itself as a go-to brand for Gen Z. In the April 2025 Piper Sandler Taking Stock with Teens survey, Bath & Body Works was named the No.1 fragrance brand among American teens. The brand also ranked No. 3 as a beauty destination for in-person shopping and top 5 for loyalty programs among female teens.
鈥淚t was important for Bath & Body Works to expand into college campuses as it allows us to reach our Gen Z customers where they are and when they need us most,鈥� says Betsy Schumacher, Chief Merchandising Officer at Bath & Body Works. 鈥淏y providing an easy and convenient way to shop the fragrances they know from a brand they love, we hope we can make their dorm rooms feel more like home.鈥�
Bath & Body Works partnered with ICM Distributing Company Inc, a distributor of general merchandise, to bring the brand to college campuses.
Bath & Body Works is a global leader in personal care and home fragrance. The company鈥檚 products can be found in about
To learn more about Bath & Body Works, visit .
ABOUT BATH & BODY WORKS
Home of America鈥檚 Favorite Fragrances庐, Bath & Body Works is a global leader in personal care and home fragrance, including top-selling collections for fine fragrance mist, body lotion and body cream, 3-wick candles, home fragrance diffusers and liquid hand soap. Powered by agility and innovation, the company鈥檚 predominantly U.S.-based supply chain enables it to deliver quality, on-trend luxuries at affordable prices. Bath & Body Works serves and delights customers however and wherever they want to shop, from welcoming, in-store experiences at 1,900 company-operated Bath & Body Works locations in the U.S. and Canada, 524 international franchised locations (as of May 2025) and an online storefront at bathandbodyworks.com.
Media Contact:
Emmy Beach
Photos accompanying this announcement聽are available at:聽
FAQ
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