Bath & Body Works announced its products will be available in more than 650 Ulta Beauty stores across the United States and on Ulta.com beginning July 12. The partnership will bring a curated assortment of Bath & Body Works’ body care, hand care, and home fragrance products to Ulta Beauty’s retail locations.
The collaboration marks an expansion of Bath & Body Works’ distribution strategy, placing its products in a retail environment outside of its traditional company-owned stores. According to a joint statement from the companies, the move is intended to increase customer access to the brand.
“This partnership is a powerful opportunity to connect with new and existing customers through a leading beauty retailer that shares our commitment to quality and experience,” said Julie Rosen, President at Bath & Body Works. “We are thrilled to join the Ulta Beauty family and bring our beloved fragrances to a new and dynamic shopping environment.”
The selection of products available at Ulta Beauty will include popular fragrances and seasonal collections. The product assortment is expected to be updated to align with Bath & Body Works’ new fragrance launches.
For Ulta Beauty, the addition of Bath & Body Works is part of its merchandising strategy to broaden its product offerings. The company maintains a “shop-in-shop” model and has previously established partnerships with other major brands.
“As a top destination for beauty, we are delighted to welcome Bath & Body Works to our assortment and know our guests will be excited to see this beloved brand in our stores and online,” said Maria Salcedo, Senior Vice President of Merchandising at Ulta Beauty. “We are proud to be a home for their iconic scents and products and to be their first-ever retail partner in the U.S., offering more access and convenience to their loyal fanbase.”
The launch will feature a dedicated merchandising space for Bath & Body Works products within the participating Ulta Beauty stores. Both companies confirmed the partnership aims to leverage their respective customer bases to drive growth.
