Bath & Body Works CEO Daniel Heaf has acknowledged that the company has been “slow and inefficient” in adapting to the changing retail landscape, particularly in its efforts to appeal to a younger demographic. The admission comes amid news that the personal care and fragrance retailer will permanently close 10 of its stores, with most of the affected locations situated within shopping malls.
The closures signal ongoing challenges for the brand, which has faced increasing competition from digital-first and trend-savvy competitors that have captured the attention of younger consumers. Heaf’s comments suggest a recognition that the company needs to modernise its approach and streamline operations to remain competitive.
Eva Boratto, the company’s Chief Financial Officer, confirmed the closures, though specific locations and timelines were not disclosed. The move is part of a broader strategy to reassess the brand’s physical retail footprint and focus on more profitable and strategically positioned outlets.
While Bath & Body Works remains a prominent name in the personal care market, the latest developments underscore the pressures facing traditional retailers, especially those heavily reliant on mall traffic. The company is expected to invest in digital transformation and product innovation as it seeks to regain momentum.
