Bath & Body Works Secures Placement in 600+ Ulta Stores, Driving 11% Rally
UA•Bath & Body Works shares fell 25% over the past year as first-quarter net sales declined 3.2% year-over-year amid cooling mall traffic. Starting July 12, the company will place its signature fragrances, body creams and three-wick candles in over 600 Ulta Beauty stores and expanded onto Amazon in February 2026 to broaden its reach.
1. Year-long Decline and First-Quarter Sales
Over the past twelve months, Bath & Body Works shares lagged the market, falling 25% while the S&P 500 climbed 20%. In its latest quarterly update, management reported a 3.2% year-over-year decline in total net sales, attributing the drop to weaker mall foot traffic and more cautious consumer spending on discretionary fragrance and home products.
2. Ulta Beauty Partnership Launch
On July 12, Bath & Body Works will introduce its core fragrance, body cream and three-wick candle lines into more than 600 Ulta Beauty stores and Ulta’s online marketplace. This strategic move triggered an 11% stock surge over two days by granting access to Ulta’s established customer base without the expense of new standalone stores.
3. Broader Omnichannel Expansion
In February 2026, Bath & Body Works expanded its digital distribution by listing key products on Amazon. Combined with the Ulta rollout, this omnichannel approach aims to capture younger, digitally engaged shoppers and offset slowing traffic at traditional mall locations while scaling reach efficiently.
