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Resurfacing a February plan: Bath & Body Works to open smaller India-only stores in its second-fastest-growing market
Bath & Body Works operates in 25 cities in India, its second-fastest-growing market. Its India business doubled in five years, with digital contributing 50 per cent of sales. The brand plans smaller, India-only neighbourhood stores for secondary cities.
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The numbers
Figures from Business Standard,
- second-fastest
Why it matters for the brand
Build the secondary-city rollout around smaller, India-specific neighbourhood stores integrated with digital, which already contributes 50% of local sales.
What to track next
- Pilot store size, occupancy costs and payback relative to existing formats.
- Incremental total sales in new-store catchments versus comparable areas without openings.
- New-to-brand customer share and online repeat purchases following store visits.
- Stockout rates, replenishment frequency and fulfilment costs outside major cities.
- Discount intensity and gross-margin trends as expansion progresses.
The source
Published
First seen