Bath & Body Works has opened a new Feel Good concept store in Ohio, featuring a digital fragrance finder.

In a LinkedIn post, Daniel Heaf, CEO at Bath & Body Works, said: "It feels only right that our latest store concept has opened here in Ohio, where our brand began and where we still call home. I joined our team and customers last Friday for the opening of our newest Feel Good Store in Columbus."

"Fragrance discovery and fun are at the heart of this new store. We’ve made it easier to find a fragrance you already love, and given you more ways to discover your next favourite. I love the places to play. There’s a perfume testing bar, a digital fragrance finder and a gifting station where you can add a personal touch. And, of course, the sink is still here. Some things are too good to change. There’s even an old farm truck, dressed for the season and ready for a photo."

The store will change with the seasons, giving the retailer room to tell new fragrance stories and customers a reason to come back and explore.

Heaf concluded: "It's a place to do more than shop. Somewhere to try things, spend time with friends and have a little fun. Thank you to our Columbus team for such a warm welcome, and to everyone who helped bring this store to life. If you’re nearby, come and say hello."

2026 RTIH Innovation Awards

Physical stores were a key focus area at the 2026 RTIH Innovation Awards.

Check out our winners here.

The awards celebrate global retail technology innovation in a fast moving omnichannel world. Our winners were revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

The event consisted of a drinks reception, three course meal, awards ceremony presided over by award winning stand-up comedian, presenter, actor and broadcaster, Aurie Styla, and after party until 1am.