Marketing
Bath & Body Works arrives on 600-plus college campuses
November 12, 2025
Bath & Body Works is entering college campuses nationwide, selling products in more than 600 campus stores.
The program is one of the many ways Bath & Body Works is targeting Gen Z consumers, a key demographic for the brand, according to a press release.
In the April 2025 Piper Sandler "Taking Stock with Teens survey," Bath & Body Works was named the No. 1 fragrance brand among American teens.
"It was important for Bath & Body Works to expand into college campuses as it allows us to reach our Gen Z customers where they are and when they need us most," Betsy Schumacher, chief merchandising officer at Bath & Body Works, said in the release. "By providing an easy and convenient way to shop the fragrances they know from a brand they love, we hope we can make their dorm rooms feel more like home."
Bath & Body Works partnered with ICM Distributing Company Inc, a distributor of general merchandise, to bring the brand to college campuses. The retailer has 1,900 company-operated Bath & Body Works locations in the U.S. and Canada and 524 international franchised locations as of May 2025.
