Bath & Body Works is expanding beyond its standalone store network through a new nationwide partnership with Ulta Beauty.
Beginning July 12, Bath & Body Works products will be available in more than 600 Ulta Beauty stores across the US and on Ulta.com, giving shoppers access to a curated selection of the brand’s body care and home fragrance ranges.
The assortment will include fine fragrance mists, body creams, hand soaps, Wallflowers and the retailer’s popular three-wick candles. Bath & Body Works will also revive its Juniper Breeze scent as an Ulta Beauty exclusive for a limited time.
The partnership comes as Bath & Body Works seeks to broaden distribution and make its products more accessible beyond traditional mall-based locations.
The company said the move aligns with its ‘Consumer First Formula’ strategy, which focuses on expanding where and how customers can shop the brand.
“This strategic partnership introduces our brand to new, highly engaged consumers who love to discover and explore, with a curated selection of thoughtfully crafted scents that showcase our fragrance leadership and expertise,” said Maly Bernstein, Bath & Body Works chief commercial officer.
For Ulta Beauty, the launch adds another recognised brand to its growing portfolio as the beauty retailer works to strengthen customer engagement and drive growth through new partnerships.
The Ulta Beauty launch marks the latest step in Bath & Body Works’ efforts to broaden access to its products through third-party retail channels, complementing its existing store and online network.
