Bath & Body Works, one of the world’s leading personal care and fragrance retailers, is making significant strides in both domestic and international markets. With newly announced locations across the U.S. and the U.K., the brand is demonstrating a renewed focus on modern store design, experiential retail, and global franchise growth.
New Store Openings Across the U.S.
Bath & Body Works is expanding into new regions with fresh locations such as:
- Sioux City, Iowa: A new store is opening at Southern Hills Mall, part of the company’s commitment to bring its popular fragrance and body care collections to more communities nationwide.
- Gig Harbor, Washington: Slated to open in late October 2025 at Olympic Village Shopping Center, this 2,938-square-foot store will feature the brand’s modern Gingham+ design, which includes wider aisles, interactive scent bars, and upgraded customer experience technologies.
- Pierce County Expansion: The Gig Harbor store will join a cluster of beauty and retail outlets including Ulta Beauty and Ross Dress for Less, creating a destination shopping environment for lifestyle-focused consumers.
Major Momentum in the United Kingdom
Bath & Body Works is making waves in the U.K. with high-profile locations and flagship-style experiences:
- Lakeside, Essex: The brand has launched its brand-new Lakeside location with an expanded store format. Customers can enjoy a wide array of signature fragrances, skincare, home scents, and seasonal collections—all presented in a beautifully designed setting.
- The brand promises: “From signature fragrances to perfect gifts, there’s something for everyone!”
International Strategy Led by New CEO Daniel Heaf
The appointment of Daniel Heaf, former Nike and Burberry executive, as CEO marks a turning point in Bath & Body Works’ international focus.
Key updates:
- Only 5% of the brand’s current revenue comes from international markets—a figure the company aims to dramatically increase.
- The company plans at least 30 new international openings in 2025, with a mix of company-owned and franchised stores.
- Bath & Body Works currently operates 1,900+ U.S. locations and 524 franchised stores worldwide, including recent launches in markets such as Canada, the Middle East, and Asia.
Heaf is steering the company toward:
- Global digital transformation
- Smarter, faster retail rollouts
- Lifestyle brand collaborations (e.g., Disney Princess-themed collections)
Retail Design Transformation: Gingham+ Concept
The Gingham+ design is being rolled out across new and remodeled stores. This new layout includes:
- Larger aisles and soft, calming color palettes
- Interactive scent bars for testing candles, wallflowers, and mist
- Integrated technology to improve customer flow and service
This aligns with Bath & Body Works’ mission to combine emotional brand storytelling with practical, personalized retail experiences.
What It Means for Franchisees and Investors
Bath & Body Works’ multi-market growth and design overhaul reflect a brand at the forefront of global retail innovation.
Opportunities include:
- New franchise territories available in strategic international markets
- Support for localized store rollouts with high ROI potential
- Brand recognition that translates easily across cultures
Partner With Us
Star Brands Consulting Group is the trusted global partner for beauty and lifestyle brand expansion. We help investors connect with emerging and established franchise opportunities like Bath & Body Works across MENA, Europe, North America, and Asia-Pacific.