Bath & Body Works, a Columbus‑based fragrance retailer, is revamping its appeal to Gen Z and millennials. CEO Daniel Heaf says the company will sharpen products, hire more influencers, and refresh stores to lift digital sales. The strategy follows a brand that has struggled to stay relevant in a crowded market.

Digital revenue accounts for only 20% of Bath & Body Works’ annual sales, far below competitors. Heaf’s plan includes a broader online footprint, a refreshed product mix, and a push into Amazon.com where the retailer currently offers roughly 100 items—about 7% of its in‑store catalog. The move aims to capture shoppers online.

Influencer marketing will play a central role. Heaf noted that the brand was invisible in spaces where young consumers discover new labels. By leveraging thousands of influencers, Bath & Body Works hopes to inject fresh scents and stories that resonate with a younger audience, translating into higher margin products and increased foot traffic.

These initiatives aim to elevate Bath & Body Works from a niche fragrance shop to a mainstream lifestyle brand. Investors will watch how quickly the company can grow its digital slice and convert influencer buzz into sales. Success will hinge on delivering compelling scents and an integrated omnichannel experience that satisfies Gen Z and millennial shoppers.