BBW’s ‘Gingham+’ concept includes an elevated look and high-tech elements—and it has rolled out to over 15 stores.
Beauty Packaging Staff03.13.25
Bath & Body Works debuted its new “Gingham+” store design for its brick-and-mortar retail locations in the U.S. and across the globe. The look will roll out to new store openings in the U.S. this year.
To date, Bath & Body Works’ new design is in over 15 locations, including South Korea, Los Angeles, and Texas. The look will roll out to new store openings in the U.S. this year.
Gingham+ incorporates elevated design elements with high-tech features, an open floor plan, and newly redesigned fixtures. The design aims to deliver a seamless in-store customer shopping experience.
Eduardo Tonietto, Group Vice President of Store Design, led the new design development alongside Bath & Body Works’ store design team. Tonietto said,
“We’ve heard from this demographic that many of their purchase decisions are rooted in their ability to try a product first, and while we’ve previously offered this, our new design is more intentional with specific destinations in store to test and learn. Our team also knows that Gen Z is looking for a more relaxing and toned down in-store experience, so we’ve brought in a softer color palette for our fixtures and finishings and incorporated a more neutral palette.”
To date, Bath & Body Works’ new design is in over 15 locations, including South Korea, Los Angeles, and Texas. The look will roll out to new store openings in the U.S. this year.
Gingham+ incorporates elevated design elements with high-tech features, an open floor plan, and newly redesigned fixtures. The design aims to deliver a seamless in-store customer shopping experience.
Eduardo Tonietto, Group Vice President of Store Design, led the new design development alongside Bath & Body Works’ store design team. Tonietto said,
“We’ve heard from this demographic that many of their purchase decisions are rooted in their ability to try a product first, and while we’ve previously offered this, our new design is more intentional with specific destinations in store to test and learn. Our team also knows that Gen Z is looking for a more relaxing and toned down in-store experience, so we’ve brought in a softer color palette for our fixtures and finishings and incorporated a more neutral palette.”
Highlights of BBW’s ‘Gingham+’ Look
Bath & Body Works’ new store design includes:
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A new layout designed to improve store navigation including dedicated zones for key product categories, larger aisles, and more shopping space. -
New scent bars in select stores where customers can easily test candles, wallflowers, and fragrance mists. -
Videos that help customers discover new fragrances and products.
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