Bath & Body Works is giving its stores a makeover, and Easton Town Center is getting one of the first looks at the new experience.
The Dublin-based retailer is celebrating the grand opening of its new Feel Good concept store at Easton this weekend. The Columbus location is one of three stores introducing the redesigned shopping experience this fall, alongside the first location in Charlotte, North Carolina, and another planned for Miami.
The new store concept is designed to make it easier for shoppers to browse fragrances, test products, and find scents they like. Bath & Body Works says the redesign is based on customer feedback calling for simpler store layouts, clearer product information, and more opportunities to try products before buying.
One of the biggest changes is how products are organized.
Instead of navigating displays by individual product lines, shoppers will find fragrances grouped into categories like Warm & Woodsy and Fruity & Bright. The store will also feature dedicated discovery areas, flexible product displays, and shoppable drawers designed to make browsing a little less cluttered.
There are also several new hands-on features, including an Eau de Parfum bar, a lip-and-blend station, and dedicated sink areas for product demonstrations. A digital Fragrance Finder will offer a short quiz that matches shoppers with fragrance families and personalized scent recommendations.
The design itself is getting an update, too, with natural stone, custom-colored tile, warm wood, and more prominent signage explaining product ingredients and benefits.
The Easton location is one of three stores Bath & Body Works plans to use to test the new concept and gather customer feedback. The company says what it learns from those locations will help shape future changes to its stores.
The new Feel Good concept store is located at 178 Easton Town Center. Bath & Body Works is celebrating its opening with a grand opening event on Friday, October 30.
