Bath & Body Works Opens Redesigned Store at Easton Town Center

Bath & Body Works opened its new Feel Good concept store at Easton Town Center on Friday, October 30. The location at 178 Easton Town Center serves as one of three pilot sites for the retailer's redesigned shopping experience.

The Dublin-based company introduced the new layout to address customer feedback requesting simpler store organization. The redesign groups fragrances into broad categories such as Warm & Woodsy and Fruity & Bright rather than separating them by individual product lines. This organizational change aims to reduce clutter and make browsing more straightforward.

Shoppers can now use several new hands-on features to test products before purchasing. These include an Eau de Parfum bar, a lip-and-blend station, and dedicated sink areas for demonstrations. The store also features a digital Fragrance Finder that uses a short quiz to match customers with specific scent families and recommendations.

The physical design incorporates natural stone, custom-colored tile, and warm wood materials. More prominent signage explains product ingredients and benefits. The store includes dedicated discovery areas and shoppable drawers intended to provide a flexible display environment.

Bath & Body Works plans to use the Easton location, along with stores in Charlotte, North Carolina, and Miami, to gather customer feedback on the new concept. The company stated that insights from these three locations will help shape future changes to its stores nationwide.

The grand opening event on Friday marks the debut of this specific store configuration in the Columbus area. The redesign reflects a shift toward a more interactive and organized retail environment for fragrance shoppers.