Bath & Body Works Opens First "Feel Good" Concept Store in Charlotte

Bath & Body Works opened its first Feel Good concept store in Charlotte, North Carolina, on Friday, part of an effort to overhaul its retail experience and return the retailer to sustainable growth. Two additional Feel Good locations are slated to open this fall, in Miami and Columbus, Ohio. The format features immersive testing stations, an Eau de Parfum bar, a digital Fragrance Finder quiz and shoppable drawers, with products organized by fragrance family. The assortment includes signature scents such as Champagne Toast and Japanese Cherry Blossom, along with the Fruit Fusion line launched with Hilary Duff in July. The concept reflects the company's "Consumer First Formula" strategy. In its latest earnings, net sales fell 2.3% year over year to $1.5 billion, while net income rose 84% to $118 million. CEO Daniel Heaf called 2026 "an investment year" and described the turnaround as a multiyear transformation.