Bath and Body Works launches in India with stores in New Delhi and Noida
The signature blue and white gingham pattern of Bath and Body Works is what one first recognises as one enters the store’s first Indian outpost in Select Citywalk mall, New Delhi. For scores of its fans, the checkered pattern is familiar, comforting and exciting all at once. An extension of their stores across the globe, at the Indian stores too (the second is at DLF Mall of India), the decor is predominantly blue with white accents, and with islands and shelves overflowing with their popular fragrances that include A Thousand Wishes, Sweet Pea and Beautiful Day.
Having launched its first store in a mall in Cambridge, Massachusetts in 1990, Bath and Body Works, a retailer under the L brands umbrella (along with Victoria’s Secret), today has 1,600 stores worldwide. The iconic personal care brand is said to have started the practice of using body splash instead of perfume, and was the first to allow customers to try out their products in their stores before making a purchase. Tushar Ved, president of Major Brands India Private Limited, which has brought the brand to India, tells us about what to expect, expansion plans and more.
Tell us about bringing Bath and Body Works to India.
Since 2001, Major Brands has continually introduced a selection of premium brands from across the world in India. With the launch of Bath and Body Works, we are sure our customers will love the experience of the line of bath and body products and home fragrances. The rising awareness of premium personal care products, growing disposable incomes, changes in consumption patterns and lifestyles, promises exciting times for Bath and Body Works in India. The market size of India’s beauty, cosmetic and grooming market is expected to reach $20 billion by 2025 from the current $6.5 billion.
What can one expect from the collection in stores.
The brand’s portfolio today comprises over 200 different private label scents, including the iconic Sweet Pea and Japanese Cherry Blossom, award-winning A Thousand Wishes and soothing Eucalyptus Spearmint as well as seasonal new releases. We are excited to present hallmarks of Bath and Body Works to India, such as Signature Collection Body Care, Bath and Body Works and White Barn Home Fragrance, Bath and Body Works hand soaps, sanitisers and aromatherapy lines.
What are your expansion plans in India?
The first two Bath and Body Works stores opened in India in New Delhi at the popular Select Citywalk and DLF Mall of India (Noida) last month. This will be followed by Ambience Mall Gurgaon & DLF Promenade Vasant Kunj later this year. The Mumbai store is expected to open in early 2019.
Are there plans of setting up an e-store for India?
Currently, it will be sold through standalone stores only. We may explore the online platform in India few years down the line.