Why Bath and Body Works Lost Its Scent With Shoppers (November 20, 2025)

Bath and Body Works used to own the mall fragrance space. Now traffic is shrinking, margins are squeezed and a new CEO is blaming the old playbook.In this episode, we break down what went wrong and whether the turnaround plan has a real shot.We cover:How chasing “adjacent” categories like shampoo and laundry backfiredWhy discounting destroys price integrity in a brand-led businessThe missed opportunity in e-commerce and Amazon resellersWhat Bath and Body Works can learn from Walmart, Target and TJXHow to think about profit from the core in your own businessIf you want to sharpen your operator brain and see how a real consumer brand tries to pull out of a stall, this one is for you.Partner Links:Learn more about NordStellar's Threat Exposure Management Program; unlock 20% off with code BLACKFRIDAY20 until Dec. 10, 2025Chapters: 00:30 Introduction to Bath and Body Worksv06:37 Analyzing Bath and Body Works' Strategy11:40 Challenges in Product Expansion17:32 E-commerce Strategy and Customer Engagement27:34 Future OutlookLearn more about Executive Presentation and Storytelling Training with Management ConsultedMore Market Outsiders:Connect with Namaan and Jenny Rae on LinkedInFollow Management Consulted on LinkedIn and subscribe on YouTube