As part of its strategy to target Gen Z, the personal care and home fragrance brand is selling its products in more than 600 campus stores, marking the first time it has ever distributed products at this scale outside its own stores.
Bath & Body Works partnered with ICM Distributing Company Inc., a distributor of general merchandise, to bring the brand Bath & Body Works to stores on campuses nationwide.
College students will be able to shop on campus from a curated assortment of Bath & Body Works’ top selling fragrances among Gen Z, with products that include body and lip care, hand soap, wallflower heaters and bulbs, candles and sanitizers.
“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,” said Betsy Schumacher, Chief Merchandising Officer at Bath & Body Works. “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.”
The campus rollout comes as Bath & Body Works has positioned itself as a go-to brand for Gen Z. Earlier this year; the retailer unveiled a new store concept whose design incorporated Gen Z’s preferences into the format.
