If you immediately smell cucumber melon when thinking about Bath & Body Works, you're not alone — but the fragrance company has come a long way since its '90s heyday. The nostalgic brand is now a Gen Z favorite and is debuting a new store design on September 6 at San Antonio's Crosstowne Mercado shopping center at 723 W Commerce St.
The redesigned stores, Gingham+, play off the brand's popular Gingham line. The plaid-clad shops feature roomier layouts with zones dedicated to product categories, new scent bars, and screens looping videos to help customers discover the latest scents.
As Gen Z shopping habits increasingly shift towards ultra-cheap e-tailers like SHEIN, Bath & Body Works has made inroads with the demographic by standing by its brick-and-mortars, according to beauty industry news site Glossy. While clothing can be easily ordered and returned, scents require an in-person experience.
"As a global leader in fragrance, we're proud to offer a one-of-a-kind shopping experience and a wide selection of the highest quality products at the right price points for our customers," says Bath & Body Works Chief Stores Officer Ron Ford, in a statement. "Our outstanding store associates are key to delivering the immersive and convenient experience we know our customers love, and our brick-and-mortar footprint remains a successful component of our ongoing strategy."
The new Bath & Body Works are mad for plaid.Photo courtesy of Bath & Body Works.
The company has also made a commitment to courting the next generation by working with influencers and building a strong TikTok presence. Frequent fragrance drops help keep Bath & Body Works on the social media radar.
The brand's Disney Villains collection is the latest viral sensation. The line focuses on two of the most glamorous of the cartoon baddies (Ursula, presumably, is a bit salty). Maleficent has notes of "sinister plum, midnight berries, and mystical woods," while the Evil Queen is naturally dominated by "dark red apple."
Fans can find the complete Disney line, plus perennial favorites like Japanese Cherry Blossom at the West Side hopping center, which has recently been undergoing a revitalization thanks to new tenants like Valley seafood restaurant Muelle 37. Hours have not been publicized yet, but most standalone stores are open 10 am-9 pm, Monday through Saturday, and noon-6 pm, Sunday.
