Bath & Body Works Partners with Ulta, Spurring 11% Stock Surge
UA•UA•UA•UA•Bath & Body Works' Q1 net sales fell 3.2% year-over-year as domestic mall traffic declined, dragging shares down 25% over twelve months. A partnership launching in more than 600 Ulta Beauty stores on July 12 and digital rollout on Amazon triggered an 11% stock surge.
Bath & Body Works reported a 3.2% year-over-year decline in first-quarter net sales as domestic mall traffic softened, contributing to a 25% share price fall over the past twelve months compared with a 20% gain in the benchmark index.
Beginning July 12, Bath & Body Works’ fragrances, body creams and three-wick candles will be available in over 600 Ulta Beauty stores and online, a move that bypasses traditional mall overhead and triggered an 11% stock rally within two trading sessions.
Following its February launch on a major e-commerce platform, management is targeting younger, motivated consumers by expanding distribution channels without new store builds, aiming to broaden its market share and sustain long-term growth.
