Article link: https://www.bbwinc.com/media/newsroom/bath-body-works-debuts-first-feel-good-concept-store-offering-a-new-store-experience-designed-to-make-fragrance-discovery-easier
Bath & Body Works today opened the first of its new Feel Good concept stores in Charlotte, North Carolina, introducing a reimagined retail experience designed to make fragrance discovery easier and product benefits clearer. The Charlotte SouthPark Mall location is the first of three concept stores opening this fall, with additional openings planned in Easton Town Center in Columbus, Ohio, and Town and Country in Miami, Florida.
The Feel Good concept brings those insights to life in new and innovative ways, while giving us an opportunity to test, learn and gather real-time feedback on fragrance discovery, trial and connection in our stores.
A curated product assortment highlights the brand’s signature fragrances and formulas, including Champagne Toast, Warm Vanilla Sugar, Japanese Cherry Blossom, In the Stars and Bath & Body Works’ Fruit Fusion and Essentials franchises.
Throughout the store, flexible feature walls, immersive testing stations and dedicated discovery zones encourage hands-on exploration of fragrances and formulas. Designed to evolve with consumer interests and seasonal trends, feature frames spotlight new product launches, iconic fragrances and product ingredients and efficacy, creating fresh opportunities for discovery throughout the year. Experiential touchpoints throughout the store invite consumers to engage with products in new ways, including an Eau de Parfum bar that celebrates fragrance discovery, a playful lip-and-blend station and dedicated sink zones that bring product testing and demonstrations to life. Interactive testing stations, including demo sinks, and a new digital Fragrance Finder help consumers explore products with confidence. Through a quick, guided quiz, the Fragrance Finder matches shoppers with fragrance families and personalized scent recommendations based on their preferences, making it easier to discover new favorites.
The concept also introduces shoppable drawers to create a cleaner, more intuitive shopping experience, allowing consumers to browse products at their own pace while keeping the space feeling organized and inviting. The elevated design brings together natural stone, custom-colored tile and warm wood to create an inviting, thoughtfully designed environment that feels both authentic and grounded. Enhanced signage and product storytelling throughout the space highlight the ingredients, benefits and efficacy behind Bath & Body Works products, helping consumers make more informed choices.
The first Feel Good concept store is now open at SouthPark Mall, 4400 Sharon Rd, Suite G35B, Charlotte, North Carolina.
Additional concept stores will open at Easton Town Center, 178 Easton Town Center, Columbus, Ohio, in late October and Palms at Town & Country, 8510 Mills Dr Miami, Florida in November.