Bath & Body Works is getting a makeover. In a March 12 press release, the company unveiled its new Gingham+ store design, which has already rolled out at brick-and-mortar locations in Chicago, Houston, Los Angeles, Tampa, and more major cities. The minimalist approach aims to “deliver a seamless in-store customer shopping experience” through new technology features, elevated design elements, and spacious floorplans. But most importantly, Gingham+ is a strategic ploy to attract younger shoppers.
RELATED: Shoppers Slam Bath & Body Works’ New Collection: “Smells Like Hair Spray.”
“The customer is at the heart of all our decision making as a brand and drives everything we do as a business,” said Eduardo Tonietto, group vice president of store design. “We’re constantly leveraging data and insights to create and refine a one-of-a-kind retail experience that truly sets us apart.”
Gen-Z is at the crux of this, he added.
The new layout features improved store navigation with dedicated zones for popular product categories (like wallflowers and candles) and scent bars where customers can sample fragrances—all changes gleaned from consumer insights. The Gen-Zers also voiced a “desire” for a more interactive in-store shopping experience. As a result, the new Gingham+ store design includes videos to help shoppers find new fragrances and products.
“We’ve heard from this demographic that many of their purchase decisions are rooted in their ability to try a product first, and while we’ve previously offered this, our new design is more intentional with specific destinations in store to test and learn,” said Tonietto in the release.
Additionally, the Gingham+ store design will involve an open floor plan with larger shopping aisles. As for the decor, Bath & Body Works is pulling away from its traditional vibrant aesthetic and opting for neutrals and minimalism instead. “Our team also knows that Gen Z is looking for a more relaxing and toned down in-store experience, so we’ve brought in a softer color palette for our fixtures and finishings and incorporated a more neutral palette,” said Tonietto.
RELATED: Bath & Body Works Just Brought 3 Back Discontinued Scents—And Released 4 New Ones.
Shoppers can experience Gingham+ at 15 Bath & Body Works locations across the country, listed below. The company plans to continue with the new design layout “in a majority of its new store openings in the U.S.” in 2025. However, it hasn’t been confirmed whether operating Bath & Body Works locations will also receive the Gingham+ facelift anytime soon.
- Northpark (Dayton, Ohio)
- Stonebriar (Dallas)
- Tyler Galleria (Los Angeles)
- Stonewood (Los Angeles)
- Friendly Center (Greensboro, North Carolina)
- Palms Crossing (McCallen, Texas)
- Summit Woods Crossing (Kansas City, Missouri)
- Millcreek (Erie, Pennsylvania)
- Taylor Square (Columbus, Ohio)
- Bloomingdale Court (Chicago)
- Wynnewood Village (Dallas)
- International Plaza (Tampa)
- First Colony (Houston)
- Houston Galleria (Houston)
- Northpointe Center (Zanesville, Ohio)
