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Bath & Body Works quietly closed nearly 100 stores worldwide during 2025, offering a slightly less fragrant glimpse into how the company is reshaping its footprint as it works to reignite growth.
The longtime retailer, known for building a cult-like following around signature scents including Sweet Pea, Cucumber Melon and Japanese Cherry Blossom, has spent decades anchoring itself in malls and shopping centers across the U.S. and beyond.
However, during the fiscal year ending January 31, the company closed 62 stores in the U.S. alone, its full-year 2025 earnings release reveals, though the company did not say which stores were affected.
Internationally, Bath & Body Works closed an additional 30 stores, including two travel retail locations.
Still, company leaders say this is not a retreat from physical stores. Like many retailers right now, Bath & Body Works is simply adjusting its store locations based on where people are actually shopping, factoring in foot traffic, lease costs and the continued growth of online shopping.
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At the same time, the company says it’s staying committed to brick-and-mortar. Instead of pulling back, it’s leaning into what it calls its “Consumer First Formula,” a strategy focused on keeping the brand feeling fresh with new product ideas, updating the in-store experience, and making it easier for customers to shop however they prefer, whether that’s in person or online.
In February, Bath & Body Works teamed up with Amazon to make some of its most popular products available on the site. The partnership introduced a curated selection of items for U.S. shoppers, including body care products and home fragrances in several of the brand’s best-known scents, like Mahogany Teakwood, A Thousand Wishes and Champagne Toast.
“Our fourth quarter results exceeded the guidance we provided. Since launching the Consumer First Formula in the third quarter, we have moved with urgency to accelerate innovation in our hero categories, refresh and modernize our brand, expand distribution and simplify our operating model,” CEO Daniel Heaf said in a statement. “The earlier-than-planned launch on Amazon and the rollout of our new brand identity are clear examples of our team’s focused execution.”
Bath & Body Works posted softer results in its latest earnings, with fourth-quarter net sales coming in at $2.7 billion, a 2 percent decline from the same period last year, per the 2025 earnings release. For the full fiscal year, the company reported $7.29 billion in sales, also slightly lower than fiscal 2024.
Looking ahead to fiscal 2026, Bath & Body Works expects sales to continue trending downward in the current year, forecasting a decline of between 2.5 percent and 4.5 percent.
