This is a story about soap.
And lotion and candles. And how one store has cultivated a deep loyalty with its customer base, some of whom are so dedicated to the brand they devote sections of their homes to its products.
Bath & Body Works, which is celebrating its 30th anniversary this year, is the secret superstar of its parent company, L Brands. While its sister, Victoria’s Secret, has floundered (most recently fumbling its announced spinoff with Sycamore Partners this past spring) Bath & Body Works has steadily built both its brand and its following.