Bath & Body Works to offer its products in more than 600 college campuses nationwide

Bath & Body Works is going where its consumers are this fall - college. The personal care and home fragrance retailer is testing a new distribution strategy to reach younger shoppers and is now selling products in more than 600 campus stores.

Launching right in time for the back-to-school season, the rollout marks the first time the retailer has distributed its product at such a scale outside of its own retail network. 

College students across the US will be able to shop a curated assortment of Bath & Body Works top-selling products, including body and lip care, hand soap, wallflower heaters and bulbs, candles, and sanitizers, on campus. The retail program is part of Bath & Body Works' strategy of targeting Gen Z consumers, a key demographic for the brand.

“It was important for Bath & Body Works to expand into college campuses as it allows us to reach our Gen Z customers where they are and when they need us most,” said Betsy Schumacher, Chief Merchandising Officer at Bath & Body Works, in a statement. 

“By providing an easy and convenient way to shop the fragrances they know from a brand they love, we hope we can make their dorm rooms feel more like home.”

Partnering with ICM Distributing Company Inc., a general merchandise distributor, the launch comes as Bath & Body Works continues to dominate the personal care and home fragrance market, with its products found in 40 percent of all US households.