Bath & Body Works Launches Amazon Storefront as UBS Boosts Target to $22
UBS raised its Bath & Body Works price target to $22 from $21 while maintaining a Neutral rating ahead of Q4 results. The company launched its first authorized Amazon storefront on February 20 with free Prime shipping, complementing its 2,600 stores and 1,000 campus locations.
1. UBS Raises Price Target
On February 23, UBS increased its Bath & Body Works price target to $22 from $21 and reaffirmed a Neutral rating, citing a balanced upside and downside outlook ahead of Q4 earnings.
2. Amazon Storefront Launch
On February 20, Bath & Body Works launched its first authorized brand storefront on Amazon with free Prime shipping, aiming to meet consumers where they shop and reclaim marketplace brand control.
3. Expansion of Omnichannel Footprint
The retailer now operates around 2,600 owned and franchised stores, over 1,000 campus locations, and its website, driving broader customer access across physical and digital channels.
4. Strategic Outlook
CEO Daniel Heaf described the Amazon partnership as the first of multiple fiscal year milestones designed to enhance brand narrative and marketplace sales under direct control.