Bath & Body Works has made its debut in Brazil, opening its first store in São Paulo on Thursday and launching an online presence at the same time. The opening marks another step in the retailer’s international expansion, which executives have described as a central part of the company’s transformation efforts.
According to the company, Brazil offers a strong fit for the brand because it is one of the world’s biggest and most enthusiastic fragrance markets. Bath & Body Works said it is bringing a curated mix of body care and home products to local shoppers, with an assortment tailored to regional tastes and scent preferences.
The Brazilian lineup includes well-known collections such as Champagne Toast, Warm Vanilla Sugar and A Thousand Wishes, alongside fruitier and tropical fragrances like Waikiki Beach Coconut, Sea Salt Coast and Pink Pineapple Sunrise. The Viva collection, which draws inspiration from Brazil and previously appeared in U.S. stores, is also part of the offering. A company spokesperson said the early response has been encouraging and that more stores are planned in São Paulo and beyond as the brand continues investing in the market.
Bath & Body Works operates its overseas business through a franchise model and already has more than 550 international locations across 45 countries. International growth has been described by CEO Daniel Heaf as a key pillar of the company’s strategy. In its latest quarter, the retailer reported net sales of $1.4 billion, down 3% from a year earlier, while net income rose more than 74% to $183 million.
Source: retaildive.com
