Bath & Body Works is a leading specialty retailer of personal care and home fragrance products, operating over 1,890 stores across the U.S. and Canada as of early 2025 . The company has shifted its retail strategy to focus on standalone and off-mall locations, moving away from traditional mall-based stores . Innovations like the Gingham+ concept store, designed to appeal to Gen Z consumers with interactive scent bars and modern layouts, exemplify this new direction . Additionally, Bath & Body Works is leveraging advanced technologies, including AI-powered tools, to enhance customer experiences and drive growth .