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.