Bath & Body Works Enters Agreement With Ulta Beauty

Ulta Beauty shoppers will soon be able to purchase Bath & Body Works' signature fragrances, hand soaps ​and candles in more than 600 stores as both companies pursue turnaround plans that include more partnerships. Part of Bath & Body Works' "Consumer-First Formula" aims to give shoppers more ways to find the company's ​lotions and candles, while the "Ulta Beauty Unleashed" strategy intends ​to launch more brand partnerships to drive sales growth. Bath & Body Works' products will be available in select Ulta locations beginning on July 12.

Total Retail's Take: Through this deal, Bath & Body Works gains access to Ulta's large beauty-focused customer base to boost discovery, while Ulta benefits by adding another recognizable fragrance and body-care brand to its portfolio in an effort to drive top-line sales. Ulta represents another distribution channel for Bath & Body Works, with the retailer having launched its products on Amazon's Marketplace this February.

"Amazon is about convenience," Bath & Body Works CEO Daniel Heaf said. "Ulta Beauty is about discovery, trial, and the physical experience. It gives consumers a chance to see the brand, smell ​the fragrances, and ​interact with the ⁠assortment."

Ulta Beauty Chief Merchandising and Digital Officer Lauren Brindley said of the partnership: "We see a meaningful whitespace opportunity to ​better serve guests across high-quality home fragrance, hand soaps, ​lotions and ⁠body care, categories that beautifully complement our [beauty] assortment."