Bath & Body Works has rolled out a major redesign of its stores across the US in a bid to create a calmer, more modern shopping experience, but the makeover has left some loyal customers frustrated, with shoppers claiming the new 'Gen Z-inspired' layout has made their favourite beauty retailer harder to navigate.
The fragrance and body care giant has introduced a new store concept that reorganises products into dedicated 'zones', changing how customers browse popular categories including body care, candles, home fragrance, and seasonal collections.
Bath & Body Works says the redesign is designed to create a more welcoming and personalised shopping journey. However, some longtime fans have criticised the changes online, claiming the new layout prioritises appearance over practicality.
The backlash has gained attention on Reddit, where customers have shared their disappointment with the updated store format. One shopper summed up their frustration by writing: 'I hate the new product layout.'
While some customers have welcomed the refreshed look, others say they miss the previous arrangement, where they could quickly locate their favourite fragrances, lotions and candles without searching through reorganised sections.
The controversy highlights a wider challenge facing retailers: how to modernise stores and attract younger shoppers without alienating the loyal customers who helped build the brand.
Bath & Body Works' New 'Zone' Layout Divides Loyal Shoppers
The redesigned Bath & Body Works stores are part of the company's wider effort to create a more experience-driven retail environment. Instead of simply displaying products on traditional shelves, the updated format groups items into lifestyle-inspired sections designed to encourage discovery.
The new layout separates merchandise into clearer sections, allowing customers to explore products by category and collection rather than following the previous store layout.
However, some shoppers say the change has disrupted the experience they have become familiar with over the years.
For many Bath & Body Works fans, the store layout was part of the brand's appeal. Regular customers often knew exactly where seasonal candles, signature fragrances and bestselling body care products were located, making quick shopping trips easier.
Some shoppers have complained that the new design requires more time spent searching, especially during busy periods when stores are crowded.
The redesign has also sparked debate over whether retailers are changing too much in their efforts to appeal to younger generations.
Some customers have described the makeover as a 'Gen Z' layout, arguing that the cleaner, more neutral style feels less recognisable compared with the colourful and heavily themed stores they previously enjoyed.
However, Bath & Body Works says the redesign is focused on creating a more relaxing atmosphere.
Group Vice President of Store Design Eduardo Tonietto explained the thinking behind the updated aesthetic in a press release about the brand's Gingham+ launch.
'Our team also knows that Gen Z is looking for a more relaxing and toned-down in-store experience, so we've brought in a softer color palette for our fixtures and finishings and incorporated a more neutral palette', Tonietto said.
Retailer Defends Modern Makeover
Bath & Body Works' store transformation reflects a broader retail trend, with brands redesigning physical locations to compete with online shopping by offering experiences that cannot be replicated digitally.
The company's goal is to create stores where customers can discover new products, explore seasonal launches, and spend more time engaging with the brand.
However, changing a familiar shopping environment comes with risks. A redesign aimed at attracting new audiences can leave longtime customers feeling disconnected from what they once loved.
Bath & Body Works has not announced plans to reverse the new layout, suggesting the updated concept will remain part of its retail strategy.
Whether shoppers eventually embrace the changes remains unclear. For some, the new design represents a fresh and calming way to experience the brand. For others, it has removed the familiarity that made visiting Bath & Body Works enjoyable.
The debate reflects a key question for retailers worldwide: can brands successfully reinvent themselves for a new generation while keeping the loyal customers who made them successful?
