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Bath & Body Works is set to scale its successful Gingham+ retail concept across the majority of new U.S. store openings throughout 2025. This next-generation store design reflects the brand’s evolving focus on immersive, customer-centric retail experiences. Gingham+ combines modern aesthetics with digital innovation and an open, inviting layout to better showcase the brand’s signature scents and self-care collections.
Key upgrades include wider aisles and curated product zones to enhance navigation and highlight bestsellers, while dedicated “scent bars” allow shoppers to sample fragrances across categories—from candles to mists to wallflowers. Additionally, strategically placed video displays offer engaging product education, walking customers through benefits, usage tips, and seasonal highlights.
“The customer is at the heart of all our decision making as a brand and drives everything we do as a business. We’re constantly leveraging data and insights to create and refine a one-of-a-kind retail experience that truly sets us apart,” Vice President of Store Design Eduardo Tonietto said.
Image Credit: Bath & Body Works
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