Gingham+ includes elevated design elements and technology and is featured in over 15 stores so far.
Beauty Packaging Staff03.13.25
Bath & Body Works debuted its new Gingham+ store design for its brick-and-mortar retail locations in the U.S. and across the globe.
To date, Bath & Body Works has opened over 15 stores with the new design in South Korea, Los Angeles, Texas, and several other locations around the world.
Gingham+ incorporates more elevated design elements, technology features, a more open floor plan, and redesigned fixtures to deliver a seamless in-store customer shopping experience.
This year, the brand will continue to roll out Gingham+ in a majority of its new store openings in the U.S.
Eduardo Tonietto, Group Vice President of Store Design, led the new design development alongside Bath & Body Works’ store design team.
Tonietto said,
“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. 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.”
To date, Bath & Body Works has opened over 15 stores with the new design in South Korea, Los Angeles, Texas, and several other locations around the world.
Gingham+ incorporates more elevated design elements, technology features, a more open floor plan, and redesigned fixtures to deliver a seamless in-store customer shopping experience.
This year, the brand will continue to roll out Gingham+ in a majority of its new store openings in the U.S.
Eduardo Tonietto, Group Vice President of Store Design, led the new design development alongside Bath & Body Works’ store design team.
Tonietto said,
“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. 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.”
Gingham+ Features
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A new layout designed to improve store navigation including dedicated zones for key product categories, larger aisles, and more shopping space. -
New scent bars in select stores where customers can easily test candles, wallflowers, and fragrance mists. -
Videos that help customers discover new fragrances and products.
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