Customer Service

Bath & Body Works debuts ‘feel good’ concept store

Photo: Bath & Body Works

October 28, 2026

Summarize with

Bath & Body Works has launched its first 'feel good' concept store aimed at making fragrance discovery easy for the shopper.

The store is located in the Charlotte SouthPark Mall in Charlotte, North Carolina, and the retailer plans to offer additional concept stores this fall in Columbus, Ohio and Miami, Florida, according to a press release.

The strategy is based on consumer insights and pairs an open floor plan and clearer product information with hands-on testing and store associate fragrance expertise.

The concept store is the first of three concept stores opening this fall, with additional openings planned in Easton Town Center in Columbus, Ohio, and Town and Country in Miami, Florida.

The concept advances Bath & Body Works' Consumer First Formula, the brand's strategic transformation plan.

"Our Consumer First Formula starts with listening to consumers and understanding what they want from Bath & Body Works," Maly Bernstein, chief commercial officer at Bath & Body Works, said in the release. "The Feel Good concept brings those insights to life in new and innovative ways, while giving us an opportunity to test, learn and gather real-time feedback on fragrance discovery, trial and connection in our stores. As the first of three concept stores, Charlotte will help us better understand how consumers engage with our brand, informing how we continue to evolve the store experience while staying true to the warmth, joy and discovery consumers expect from Bath & Body Works."

Throughout the store, flexible feature walls, immersive testing stations and dedicated discovery zones encourage hands-on exploration of fragrances and formulas.

Experiential touchpoints invite consumers to engage with products in new ways, including an Eau de Parfum bar, a lip-and-blend station and dedicated sink zones that bring product testing and demonstrations to life.
Interactive testing stations, including demo sinks, and a new digital Fragrance Finder help consumers explore products with confidence.

"The intent behind our Feel Good concept stores was to create an environment that feels warm, authentic and beautiful while making it easier and more enjoyable for consumers to shop," Samantha Day, associate vice president of store design at Bath & Body Works, said in the release. "Natural materials, a welcoming layout and thoughtful product storytelling come together to create a space that encourages discovery and helps consumers connect with the products they love in a fresh, engaging way."