Bath & Body Works, whose hand sanitisers and soaps are in high demand, is more important than ever as L Brands tries to pick up the pieces after the failed Victoria’s Secret deal amid a global pandemic.
Despite a drop in total sales, digital purchases almost doubled from a year earlier to $289 million in the first quarter.
This week, everyone will be talking about the future of Victoria's Secret, the reopening of American stores and China's 520 Day. Get your BoF Professional Cheat Sheet.
L Brands' admission that Victoria’s Secret needs change marks a key shift for a company that hasn’t much strayed from its push-up-bra aesthetic, despite consumer values moving towards themes such as female empowerment and body positivity.
The success of Bath & Body Works often gets overlooked amidst all the dramatic headlines about Victoria’s Secret and parent company, L Brands. But the mall chain is thriving in an environment in which it has little competition.