Bath & Body Works Breaks Out of the Mall — Into 600+ Ulta Stores
Bath & Body Works will sell in 600+ Ulta Beauty stores and Ulta.com from July 12, 2026 — its first major wholesale deal; BBWI shares rose ~6%.
TL;DR — Bath & Body Works will sell in 600-plus Ulta Beauty stores and on Ulta.com from July 12, 2026 — its first major wholesale deal — breaking from a decades-old mall-and-own-store model; BBWI shares rose about 6% on the news.
For decades you could only buy Bath & Body Works at its own mall stores. That changes this summer. On June 23, 2026, the brand announced its first big wholesale deal.
The deal
Bath & Body Works products will go on sale in 600-plus Ulta Beauty stores and on Ulta.com starting July 12, 2026 — the historically mall-and-own-store-only brand’s first major third-party wholesale deal. The lineup spans body care, home fragrance, mists and candles, with Ulta-exclusive items including a revived Juniper Breeze scent. BBWI shares rose about 6% on the news.
| Old model | New model | |
|---|---|---|
| Channels | Own mall stores (+ Amazon) | + 600 Ulta stores & Ulta.com |
| Reach | Brand stores | New beauty-enthusiast shopper |
| Launch | — | July 12, 2026 |
What they said
"It gives us a chance to go after a new consumer and a highly engaged beauty enthusiast." — Maly Bernstein, Chief Commercial Officer, Bath & Body Works
Why it matters
- Discovery beyond the mall. Ulta exposes the brand to shoppers who never visit its stores.
- Wholesale as growth. A new channel can lift sales without building more stores.
- Ulta’s pulling power. Adding a category-leading fragrance brand strengthens Ulta’s assortment.
FAQ
Where can you buy Bath & Body Works now?
In addition to its own mall stores, Bath & Body Works products will be sold in more than 600 Ulta Beauty stores and on Ulta.com starting July 12, 2026 — the brand’s first major wholesale partnership.
Why is this deal a big deal for Bath & Body Works?
The brand historically sold almost exclusively through its own stores. Entering Ulta at scale gives it access to a large, highly engaged beauty-shopper base and a new growth channel without opening more stores — and investors responded, sending shares up about 6%.
Sources
- WWD — Bath & Body Works and Ulta Beauty
- Fox Business — Bath & Body Works expands beyond malls via Ulta
Image: “Bath & Body Works store” by bargainmoose, CC BY 2.0, via Wikimedia Commons.
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