Bath & Body Works Enters 600-Plus Ulta Stores, Reviving Juniper Breeze on July 12
Updated
Updated · Fox Business · Jun 22
Bath & Body Works Enters 600-Plus Ulta Stores, Reviving Juniper Breeze on July 12
3 articles · Updated · Fox Business · Jun 22
Summary
More than 600 Ulta Beauty stores will begin carrying Bath & Body Works products on July 12, marking the retailer’s broadest push yet beyond its own store base.
The partnership is designed to capture shoppers where they already browse for beauty and fragrance, part of Bath & Body Works’ strategy to expand reach through third-party marketplaces.
Juniper Breeze — a legacy scent from the 1990s and 2000s — will return exclusively through the Ulta rollout, giving the launch a nostalgia hook alongside core items like lotions, soaps and candles.
Early marketplace tests, including Bath & Body Works’ Amazon launch this year, showed incremental demand rather than overlap and drew younger, more affluent customers, the company said.
Bath & Body Works operates more than 1,900 stores in the U.S. and Canada plus 500 internationally, while Ulta has more than 1,500 U.S. stores, giving the deal room to scale.