Bath & Body Works has launched mini‑shops in approximately 600 college campus bookstores—its most extensive initiative yet outside its own stores—to build stronger ties with Gen Z shoppers. Through partnerships with major bookstore operators like Barnes & Noble and Follett, the brand will offer a curated selection of beloved products, including fragrances like Mahogany Teakwood and Champagne Toast, candles, hand soaps, and diffusers, right where students shop. According to CEO Daniel Heaf, third‑party distribution is essential for future growth and this strategy helps engage young adults more conveniently amid broader efforts to revitalize sales and expand brand reach.