Bath & Body Works Tests Feel Good Store Format

The retailer opened a remodeled fragrance-focused test store at Easton Town Center in Columbus, Ohio.

Updated on Nov. 7, 2026 in Retail

Empty modern fragrance-retail interior with unlabeled glass perfume bottles on pale wood shelving beside a white stone demo sink. — Bath & Body Works opened a remodeled Feel Good test store at Easton Town Center in Columbus, Ohio, on October 30, following a SouthPark Mall test in Charlotte. AI Illustration. Upload story photo >

Bath & Body Works opened a remodeled Feel Good test store at Easton Town Center in Columbus, Ohio, on October 30. The concept follows a first test store that opened at SouthPark Mall in Charlotte, North Carolina, on October 23.

Why it matters

The Feel Good format was developed in response to customer feedback and is designed to make it easier for shoppers to discover fragrances. The company is testing the concept across multiple markets before any broader rollout.

Bath & Body Works operates about 1,900 stores across the U.S. and Canada, including 17 in central Ohio. The company has not released sales or traffic results from the two test stores, so the commercial effect of the format remains unmeasured.

The players

Bath & Body Works

Bath & Body Works is a specialty retailer of personal care, home fragrance and body products, founded in 1990 in New Albany, Ohio.

The details

The Easton Town Center store was remodeled into the Feel Good concept, featuring a simplified floor plan, interactive testing stations with demo sinks, and product-benefit signage. Products are organized by fragrance family, and the store includes an eau de parfum bar and a digital fragrance finder with a guided quiz.

October 23: First Feel Good test store opens at SouthPark Mall in Charlotte, North Carolina.
October 30: Feel Good store opens to customers at Easton Town Center in Columbus, Ohio.
November: A Feel Good store is slated to open at Palms at Town & Country in Miami this month.

Market Landscape

Specialty beauty retailers have increasingly invested in in-store testing and guided discovery to compete with online shopping. Bath & Body Works' Feel Good format applies that approach to fragrance, a category where customers often prefer to smell products before buying.

Shoppers at Easton Town Center and other test locations can now test fragrances at interactive stations and use a guided digital quiz to find scents. The format could change how Bath & Body Works products are presented if it is rolled out more broadly.

The takeaway

For shoppers, the most practical step is to test products in person at the new format before buying, using the digital fragrance finder to narrow choices. Retail formats that organize products by scent family may make fragrance shopping easier for first-time buyers.