Why Bath and Body Works Lost Its Scent With Shoppers

Bath and Body Works used to own the mall fragrance space. Now traffic is shrinking, margins are squeezed and a new CEO is blaming the old playbook. In this episode, we break down what went wrong and whether the turnaround plan has a real shot. We cover: How chasing “adjacent” categories like shampoo and laundry backfired Why discounting destroys price integrity in a brand-led business The missed opportunity in e-commerce and Amazon resellers What Bath and Body Works can learn from Walmart, Target and TJX How to think about profit from the core in your own business If you want to sharpen your operator brain and see how a real consumer brand tries to pull out of a stall, this one is for you. Partner Links: Learn more about NordStellar's Threat Exposure Management Program; unlock 20% off with code BLACKFRIDAY20 until Dec. 10, 2025: https://nordstellar.com/simplified/ Chapters: 00:30 Introduction to Bath and Body Worksv 06:37 Analyzing Bath and Body Works' Strategy 11:40 Challenges in Product Expansion 17:32 E-commerce Strategy and Customer Engagement 27:34 Future Outlook Subscribe to our channel:    / @managementconsulted