Bath & Body Works (BBW) surprised the beauty industry when it decided to carry outside beauty brands in its store. At one point, the beauty vendor carried nearly 80 outside beauty brands in addition to its own beauty brand. It has since cut outside beauty brands in half, to carry only 40 in its stores.
Outside brands that were carried in BBW included Frédérick Fekkai, Ahava, Freeze, Vincent Longo, Supersmile, Jaqua, Davies Gate, Molton Brown, Anthony Logistics for Men, Apivita, Aromatherapy, Breathe Clearly, Fun Soap, Juvena, Lancaster, Mustela, True Blue Spa, and Jonathan, among others. The company has cut brands such as DDF, Peter Thomas Roth, and Juvena, among others. The brands are expected to leave stores by the end of 2007.
According to the company, it initially took in too many brands and is just now selecting the right amount of outside brands for the store. For more information, visit www.bathandbodyworks.com.