By Arriana McLymore
NEW YORK, June 23 (Reuters) - Ulta Beauty shoppers will soon be able to purchase Bath & Body Works' signature fragrances, hand soaps and candles in more than 600 stores from July 12 as both companies pursue turnaround plans that include more partnerships.
Part of Bath & Body Works' "Consumer First Formula" aims to give shoppers more ways to find the company's lotions and candles, while the "Ulta Beauty Unleashed" strategy intends to launch more brand partnerships to drive sales
growth.
• The partnership brings Bath & Body Works fine fragrance mist, body cream, hand soap, three-wick candles and plug-in air fresheners to Ulta Beauty stores.
• "Home fragrance is a really important part of the industry, and it's not an area that Ulta has played in all that much, so we see a real opportunity," Bath & Body Works CEO Daniel Heaf said.
• Bath & Body Works began selling its products on Amazon.com in February, and the e-commerce platform is helping Bath & Body Works "bring new consumers to the brand," Heaf said.
• "Amazon is about convenience," Heaf said. "Ulta Beauty is about discovery, trial, and the physical experience. It gives the consumers a chance to see the brand, smell the fragrances and interact with the assortment."
• Ulta Beauty Chief Merchandising and Digital Officer Lauren Brindley said: "We see a meaningful whitespace opportunity to better serve guests across high-quality home fragrance, hand soaps, lotions and body care, categories that beautifully complement our assortment."
• Ulta Beauty currently sells other candle brands including NEST New York for $65 and its own brand, Ulta Beauty Collection, for $20, according to its website. Bath & Body Works sells candles for $25.
• There is no set end date for the partnership, Heaf said.
(Reporting by Arriana McLymore in New York; Editing by Jamie Freed)
