S21E12: Why Bath and Body Works Lost Its Scent With Shoppers

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Bath and Body Works used to own the mall fragrance space. Now traffic is shrinking, margins are squeezed and a new CEO is blaming the old playbook.

In this episode, we break down what went wrong and whether the turnaround plan has a real shot.

We cover:

• How chasing “adjacent” categories like shampoo and laundry backfired
• Why discounting destroys price integrity in a brand-led business
• The missed opportunity in e-commerce and Amazon resellers
• What Bath and Body Works can learn from Walmart, Target and TJX
• How to think about profit from the core in your own business

If you want to sharpen your operator brain and see how a real consumer brand tries to pull out of a stall, this one is for you.

Partner Links:

• Learn more about NordStellar's Threat Exposure Management Program; unlock 20% off with code BLACKFRIDAY20 until Dec. 10, 2025

Chapters:

• 00:30 Introduction to Bath and Body Worksv
• 06:37 Analyzing Bath and Body Works' Strategy
• 11:40 Challenges in Product Expansion
• 17:32 E-commerce Strategy and Customer Engagement
• 27:34 Future Outlook

• Listen to the Market Outsiders podcast, the new daily show with the Management Consulted team

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