Too Much Of A Good Thing?

 Too Much Of A Good Thing?
Three years ago, Bath & Body Works abandoned its single brand, single price point strategy when it started carrying popular lines like C.O. Bigelow, Frederic Fekkai, and Wexler. Neil Fiske, then CEO, said of the change, “This represents another step in the transformation of Bath & Body Works from raspberry shower gel to a modern apothecary of beauty and well-being.”

Now, Bath & Body Works is reinventing itself, once again, by cutting its outside vendor list by 50%. Upscale brands that have left, or are slated to leave flagships by the end of the year include DDF, Peter Thomas Roth, Korres, Juvena, and The Savannah Bee Company. “We still feel very strongly about third-party brands and continue to carry them. We continue to look for not only new items within the brands we carry, but also additional brands,” current CEO Diane Neal said. “I personally think we over-assorted ourselves,” she added.

So if your favorite brand is getting the ax, visit your nearest Bath and Body Works store now and adopt a few soon-to-be homeless beauty products.

1 Comment on Too Much Of A Good Thing?

  1. Anonymous
    January 5, 2008 at 12:38 AM (7 years ago)

    I’m really getting tired of how Bath and Body Works gets rid of all the best products and I’ve complained to them various times about this. They just don’t seem to “get it.” The more they get rid of, the less I go there. Whoever is in charge of making these choices is out of touch with their customers.

    Reply

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