Bath & Body Works Selling Products in 600 College Bookstores
Bath & Body Works has announced an exciting new initiative to sell its products in over 600 college bookstores across the United States for the 2025-2026 academic year. This strategic move aims to strengthen the brand’s connection with Generation Z, a demographic that has shown significant interest in the brand’s offerings.
Partnership with College Bookstores
The company has partnered with ICM Distributing Company to facilitate this expansion, collaborating with well-known national chains such as Barnes & Noble College and Follett-operated bookstores, as well as independent campus retailers. Betsy Schumacher, the Chief Merchandising Officer of Bath & Body Works, expressed enthusiasm about the partnership, emphasizing the importance of reaching out to college students.
Product Offerings
Students will have access to a diverse range of Bath & Body Works products at their college bookstores. The offerings will include:
- Body creams and lotions
- Fragrance mists
- Wallflower diffusers
- PocketBac hand sanitizers
- Lip products such as glosses and scrubs
- Hand soaps
- 3-wick candles
Some of the standout scents that will be available include popular favorites like Champagne Toast, Mahogany Teakwood, and Clean House Vibes, which are expected to resonate well with the college demographic.
Display Fixtures
To accommodate the various sizes of college bookstores, Bath & Body Works will feature one of four different display fixtures. The largest will be a free-standing kiosk located in all Follett-managed stores. Other bookstores will have smaller fixtures, end cap options, and products available at checkout areas, making it convenient for students to purchase their favorite items.
Targeting Generation Z
This initiative aligns with Bath & Body Works’ goal to better serve its Gen Z clientele, who have shown a strong preference for the brand. According to the Piper Sandler Taking Stock with Teens Spring 2025 Survey, Bath & Body Works was named the No. 1 fragrance brand for American teens and ranked third overall among beauty stores frequented by teens.
Availability Across Campuses
Bath & Body Works products will be available at approximately 600 college campuses nationwide. The majority of these locations will be found in Barnes & Noble College- and Follett-owned campus bookstores, while the remaining products will be offered at independently owned bookstores. This wide distribution ensures that students across the country will have access to their favorite Bath & Body Works products.
Conclusion
Bath & Body Works’ decision to expand its presence in college bookstores is a strategic move aimed at engaging with a younger audience. By offering a variety of products that resonate with Generation Z, the brand is poised to strengthen its market position and continue its legacy as a beloved fragrance and body care brand.
Frequently Asked Questions
Bath & Body Works will offer a range of products including body creams, lotions, fragrance mists, Wallflower diffusers, hand sanitizers, lip products, hand soaps, and 3-wick candles.
Bath & Body Works products will be available in over 600 college bookstores across the United States for the 2025-2026 academic year.
Popular scents such as Champagne Toast, Mahogany Teakwood, and Clean House Vibes will be available at the college bookstores.
Note: This article is based on the latest information available as of February 2026.
