The Bath & Body Works chain posted a twenty percent increase in comparable sales at its stores in the period until they closed on March 17 due to the coronavirus pandemic. After that, customers continued to buy the company’s lotions, candles and soaps online.
The results bolster L Brands’ decision to operate Bath & Body Works as a standalone public company. Sales at the chain have outpaced those at Victoria’s Secret in recent quarters as the lingerie brand loses market share to upstarts and rivals.
“Given the disruption and the closure of stores, we consider this to be a very strong result that reflects the brand’s popularity and its loyal base of shoppers,” said Neil Saunders, managing director for GlobalData Retail, in an email. Although the pandemic affected L Brands much like any other retailer, the quarter brought the diverging performance of Victoria’s Secret and Bath & Body Works into sharp contrast,” – said Neil Saunders, managing director for GlobalData Retail, in an email.