Bath & Body Works Confirms Stores Feel Overwhelming to Shoppers and Announces Upcoming Changes

Core Insights - Bath & Body Works is simplifying its approach after experiencing a 1% year-over-year sales decline and a 33% drop in adjusted income for the fiscal third quarter ending in early November [1] - The company aims to refocus on traditional offerings, prioritize "clean" ingredients, and streamline inventory presentation in both physical and digital stores [2][4] - CEO Daniel Heaf acknowledged that the in-store experience has been overwhelming for customers, leading to a need for a more straightforward shopping experience [3] Strategic Changes - The company will step back from hair care and men's grooming products to concentrate on home fragrances and body care, which are its core offerings [4] - Bath & Body Works plans to run fewer, more targeted marketing campaigns while refining its website and app, and is preparing to launch on Amazon [4] - The retailer expects lower fiscal fourth-quarter sales compared to the previous year and has adjusted its outlook for the full fiscal year [5] Market Position and Performance - Bath & Body Works has been underperforming relative to its peers, with CEO Heaf noting increased competition due to consumer caution [5][7] - The company's shares lost a quarter of their value following the release of third-quarter results and have decreased by approximately 50% since the beginning of 2025 [6]