Bath & Body Works, a personal care and home fragrance retailer, is preparing to open a new concept store at Easton Town Center in Columbus at 178 Easton Town Center.
The store is one of three test locations planned for the company’s new Feel Good concept, according to Columbus Business Journal. The first opened Friday at SouthPark Mall in Charlotte, North Carolina, with the Easton location and another store in Miami expected to follow in the coming weeks, although an exact opening date has yet to be announced. The existing Bath & Body Works in Easton’s Station Building is temporarily closed for remodeling, according to the shopping center’s website, which directs customers to the Easton Gateway location in the meantime.
The new concept reflects customer feedback and features a more open floor plan, clearer product information, and hands-on testing stations. New additions include an eau de parfum bar, demonstration sinks, and a digital fragrance finder that uses a guided quiz to recommend fragrance families and scents.
The stores will carry a curated selection of signature fragrances and formulas, including Champagne Toast, Warm Vanilla Sugar, and Japanese Cherry Blossom, alongside the Fruit Fusion and Essentials lines. Products will be organized by fragrance family, with categories such as Warm & Woodsy and Fruity & Bright.
The updated interiors will incorporate natural stone, custom colored tile, and warm wood. The stores are also designed to adapt to seasonal trends and changing customer interests as the company evaluates new ways for shoppers to discover and test products.
Chief Commercial Officer Maly Bernstein tells the Business Journal that the stores will help the company test new approaches, learn from shoppers, and gather real-time feedback about fragrance discovery, product trials, and in-store experiences. CEO Daniel Heaf, who joined the company last year after executive roles at Nike and Burberry, is leading the consumer driven approach. Bath & Body Works operates more than 1,900 stores in the United States and Canada, along with more than 500 international locations. Customers can also shop through the company’s website and Amazon.
