Bath & Body Works is reimagining the in-store fragrance experience with the launch of its first Feel Good concept store, introducing a more curated, interactive format designed to make scent discovery easier as the retailer steps up its broader strategy to reignite growth.
Opened at SouthPark Mall in Charlotte, North Carolina, the store is the first of three planned concept locations, with Columbus, Ohio, scheduled to follow in late October and Miami, Florida, in November. The format is part of the company’s Consumer First Formula transformation, which aims to put consumer needs at the center of product development, brand positioning and retail execution.
Hands-on discovery is central to the concept. Interactive testing stations, dedicated sink areas, an Eau de Parfum bar and a lip-and-blend station encourage experimentation, while shoppable drawers and more focused displays create a cleaner, less crowded environment. Bath & Body Works
The new design responds to shopper feedback calling for easier navigation, clearer information about ingredients and product benefits, and more opportunities to test fragrances before buying. Products are grouped by scent family, including Warm & Woodsy and Fruity & Bright, while a digital Fragrance Finder uses a short quiz to match shoppers with fragrance families and personalized recommendations.
Hands-on discovery is central to the concept. Interactive testing stations, dedicated sink areas, an Eau de Parfum bar and a lip-and-blend station encourage experimentation, while shoppable drawers and more focused displays create a cleaner, less crowded environment. Natural stone, warm wood and custom-colored tile give the store a more contemporary feel, supported by enhanced product storytelling and ingredient-focused signage.
“The Feel Good concept brings those insights to life in new and innovative ways,” said Maly Bernstein, chief commercial officer, explaining that the Charlotte store will help the company understand how consumers engage with fragrance discovery, trial and connection.Bath & Body Works
The concept is designed to encourage shoppers to explore, experiment and connect with the brand in new ways, while giving the company an opportunity to test consumer responses and refine the retail experience before considering wider implementation.
“The Feel Good concept brings those insights to life in new and innovative ways,” said Maly Bernstein, chief commercial officer, explaining that the Charlotte store will help the company understand how consumers engage with fragrance discovery, trial and connection.
The launch also points to a shift in how the retailer is approaching fragrance innovation. Earlier this month, Bath & Body Works introduced its Drops platform, a destination for limited-release fragrances and online exclusives. Its Hype Lab initiative is designed to translate emerging social and cultural trends into products at speed, test consumer appetite and gather feedback before committing to broader launches. Recent dessert-inspired perfume mists sold out within minutes, while the subsequent Hex Appeal launch explored a darker, spicy and woody fragrance direction.
If the concept can make fragrance discovery more engaging, encourage trial and convert shopper interest into purchases, it could help Bath & Body Works strengthen the role of its physical stores even as the business expands beyond them.Bath & Body Works
Together, Drops and Feel Good represent complementary sides of the same strategy: accelerating the development of new scent concepts while improving how consumers discover and experience them. One creates urgency around experimental launches; the other makes physical retail a more inviting space for exploration and trial.
The retail overhaul comes as Bath & Body Works seeks to reduce its dependence on its traditional store network. Its second-quarter 2026 results showed total sales down 2.3% year over year to $1.5 billion, with U.S. and Canadian store sales falling 5.4%. Direct sales rose 3.0%, while international and other sales increased 24.9%, underscoring the growing importance of digital commerce and marketplace partnerships such as Amazon and Ulta Beauty.
The company is therefore pursuing a broader reset: refreshing stores, speeding up fragrance innovation and meeting consumers through additional shopping channels. The challenge is turning those initiatives into sustained sales growth rather than simply generating attention around new formats and launches.
The Feel Good stores will serve as a real-world testing ground for that ambition. If the concept can make fragrance discovery more engaging, encourage trial and convert shopper interest into purchases, it could help Bath & Body Works strengthen the role of its physical stores even as the business expands beyond them.
