Bath & Body Works tests immersive store concept in Charlotte

Bath & Body Works launched its first Feel Good concept store in Charlotte, North Carolina, signaling a move toward a more hands-on shopping approach. The new format emphasizes intuitive store design, clear product information, and direct interaction with merchandise, the company stated in its official announcement.

The store’s interior incorporates shopper feedback, including dedicated spaces like an Eau de Parfum bar, lip-and-blend testing areas, and scent-matching technology. A digital Fragrance Finder tool helps customers select scents by guiding them through categories such as Warm & Woodsy or Fruity & Bright through an interactive quiz.

Two additional Feel Good locations will open this fall in Miami and Columbus, Ohio, extending the concept’s reach. The Charlotte store will act as a model to assess customer behavior and refine future designs. Maly Bernstein, the company’s chief commercial officer, said the data collected here will inform wider updates to Bath & Body Works’ retail approach.

This initiative supports the retailer’s Consumer First Formula, a growth strategy focused on long-term engagement. The company reported a 2.3% decline in annual net sales, totaling $1.5 billion, though its direct-to-consumer sales rose in the second quarter—its first increase since 2021. CEO Daniel Heaf on an August call with analysts called 2026 “an investment year.”

Alongside the concept stores, Bath & Body Works is upgrading existing locations across the U.S. and Canada.

CEO Daniel Heaf said, “Returning Bath & Body Works to sustainable growth is a multiyear transformation.”