Mission Statement, Vision, & Core Values of Bath & Body Works, Inc. (BBWI)

Ever wondered what drives a brand that fills homes with delightful fragrances and personal care products? How does a company with $7.3 billion in net sales for fiscal year 2024 stay on top in a competitive market?

Dive in to explore the mission, vision, and core values that steer every decision, product, and customer interaction. Discover how these guiding principles contribute to their success and shape their future goals, especially as they forecast a 1% to 3% net sales growth for fiscal year 2025.

What are the core values of Bath & Body Works? How do these values translate into their daily operations and long-term strategies? Read on to uncover the essence of this iconic brand!

Bath & Body Works, Inc. (BBWI) An Overview of

Bath & Body Works, Inc. (BBWI) is a prominent specialty retailer, renowned for its extensive range of personal care and home fragrance products. Founded in 1990, the company has grown to become a household name, offering everything from shower gels and lotions to candles and home fragrances. As of April 2025, Bath & Body Works continues to operate primarily in North America, with a significant presence in international markets through franchise agreements.

Bath & Body Works boasts a diverse product line, catering to a broad customer base. Key offerings include:

• Body Care: Shower gels, body lotions, and fragrances
• Home Fragrance: Candles, air fresheners, and essential oils
• Hand Soaps and Sanitizers: A variety of antibacterial and scented products
• Gifts: Curated sets and individual items perfect for gifting

In the fiscal year 2024, Bath & Body Works demonstrated robust financial performance. The company reported net sales of approximately $7.428 billion. Despite a challenging retail environment, the company maintained a strong market position, driven by its loyal customer base and innovative product offerings. The sales are broken down into:

• $6.339 billion from the United States
• $498 million from Canada
• $591 million from International

A significant portion of Bath & Body Works' revenue comes from its core product categories. Body care and home fragrance products remain top sellers, contributing substantially to the overall sales figures. The company's strategic focus on new product development and seasonal promotions has also played a crucial role in driving sales growth.

Bath & Body Works stands as a leader in the specialty retail sector, known for its commitment to quality and customer satisfaction. To delve deeper into the factors that contribute to Bath & Body Works' success, explore: Bath & Body Works, Inc. (BBWI): History, Ownership, Mission, How It Works & Makes Money.

Bath & Body Works, Inc. (BBWI) Mission Statement

The mission statement of Bath & Body Works, Inc. focuses on delivering high-quality personal care and home fragrance products that enhance customer well-being and personal experience.

At Bath & Body Works, the overarching aim is to brighten and improve the world through the influence of fragrance. They strive to offer customers a reason to celebrate fragrance every day, showing their commitment to creating a diverse, equitable, and inclusive culture. This commitment is focused on delivering exceptional fragrances and experiences.

Here's a breakdown of the core components of the Bath & Body Works mission statement:

• Customer-Centric Approach: Prioritizing customer satisfaction through targeted strategies.
• High-Quality Products: Delivering personal care and home fragrance products that meet high standards.
• Enhancing Well-being: Aiming to improve the customer's overall well-being and personal experience.

In line with their mission, Bath & Body Works is dedicated to continuous product innovation. The company introduces over 400 new fragrances annually and invests $1.2 billion in product development and marketing.

Bath & Body Works operates with a vision to make the world a brighter, happier place through the power of fragrance, offering a wide range of products for personal care and homes. The company aims to deliver a seamless omnichannel retail experience with 1,775 retail stores and digital platforms. For fiscal year 2024, the company's net sales were $7.3 billion. The company is also targeting international market expansion, aiming for 15% international revenue growth.

The company's commitment extends to their supply chain, with approximately 80% based in the U.S., and over half of that located in Ohio. In Q4 2024, Bath & Body Works had approximately 39 million active loyalty members, a 6% increase compared to the previous year, with planned enhancements to the program for the current year.

The core values of Bath & Body Works guide their actions and provide a shared set of expectations for their team. These values are:

• The customer rules.
• Diversity, equity, and inclusion make us stronger.
• Passion leads to success.
• It matters how we play the game.

The company integrates diversity, equity, and inclusion principles into every level of their business. They ensure a safe and empowered environment for everyone, with zero tolerance for discrimination, harassment, or retaliation.

In fiscal year 2024, Bath & Body Works reported strong financial results, with net sales of $2.8 billion for the fourth quarter and earnings per diluted share of $2.09, both exceeding expectations. For the full year 2024, net sales reached $7.3 billion, with earnings per diluted share of $3.61. The company also repurchased 10.4 million shares for $400 million and reduced $514 million in senior notes debt.

For fiscal year 2025, Bath & Body Works is forecasting net sales to grow between 1% to 3% compared to $7,307 million in fiscal year 2024. Full-year 2025 earnings per diluted share are expected to be between $3.25 and $3.60.

To gain more insights into the financial performance of Bath & Body Works, you can read this article: Breaking Down Bath & Body Works, Inc. (BBWI) Financial Health: Key Insights for Investors

Bath & Body Works, Inc. (BBWI) Vision Statement

While a specific, formally published vision statement for Bath & Body Works, Inc. (BBWI) is not readily available as of April 2025, insights into the company's aspirations can be gleaned from its mission statement, core values, and strategic objectives. The company's focus on delivering exceptional fragrance experiences and fostering a culture of inclusivity and innovation provides a clear direction for its future endeavors.

Bath & Body Works' financial performance in the fiscal year 2024 underscores its market position. The company reported sales of approximately $7.428 billion. Despite a challenging retail environment, Bath & Body Works has maintained a strong financial standing through strategic cost management and a focus on high-margin products. The company's ability to adapt to changing consumer preferences and maintain a loyal customer base is vital to its continued success. For more information, you might find this resource helpful: Bath & Body Works, Inc. (BBWI): History, Ownership, Mission, How It Works & Makes Money

Based on available information, the aspirational goals of Bath & Body Works can be summarized as follows:

• To be the leading retailer of fragrances for home and body, recognized for quality, innovation, and customer experience.
• To cultivate a diverse and inclusive environment for associates and customers, reflecting the values of the communities it serves.
• To drive sustainable growth through strategic investments in product development, marketing, and omnichannel capabilities.
• To enhance operational efficiency and profitability through cost management and supply chain optimization.

Bath & Body Works is dedicated to providing an exceptional customer experience, both in-store and online. This commitment is reflected in its focus on creating immersive and engaging environments that appeal to a wide range of consumers. The company's investment in new store formats and digital technologies is aimed at enhancing customer convenience and personalization. In 2024, Bath & Body Works continued to expand its online presence and enhance its digital capabilities. Digital sales accounted for approximately 25% of total revenue, demonstrating the growing importance of e-commerce to the company's overall performance.

Innovation and product development are central to Bath & Body Works' strategy for maintaining its competitive edge. The company continuously introduces new fragrances, formulations, and product formats to meet evolving consumer preferences. Its ability to anticipate and respond to market trends is essential for driving sales and maintaining customer loyalty. In fiscal year 2024, Bath & Body Works launched several new product lines and fragrance collections, which contributed to a 3% increase in same-store sales.

Bath & Body Works is increasingly focused on sustainability and social responsibility. The company is committed to reducing its environmental impact through initiatives such as using more sustainable packaging materials and reducing its carbon footprint. It also supports various social causes and community organizations through charitable giving and volunteer efforts. In 2024, Bath & Body Works invested $2 million in sustainability initiatives, including efforts to reduce waste and conserve resources.

Bath & Body Works, Inc. (BBWI) Core Values

Bath & Body Works, Inc. (BBWI) operates with a clear mission and vision, underpinned by a strong set of core values. These values guide the company's actions and decisions, shaping its culture and influencing its impact on customers, employees, and the world. The company's mission statement focuses on delivering high-quality personal care and home fragrance products that enhance customer well-being and personal experience.

Bath & Body Works' vision is to make the world a brighter, happier place through the power of fragrance. This vision reflects a commitment to bringing joy to customers every day through its products and experiences.

Bath & Body Works is guided by four core values:

• The Customer Rules!
• Diversity, Equity and Inclusion Make Us Stronger.
• Passion Leads to Success.
• It Matters How We Play the Game.

These values are not merely aspirational; they are integral to how Bath & Body Works operates, influencing decision-making and ensuring a positive impact on all stakeholders.

The Customer Rules!

'The Customer Rules!' emphasizes the central role of customers in Bath & Body Works' business strategy. The company prioritizes customer satisfaction through various targeted strategies. Bath & Body Works had approximately 39 million active loyalty members in Q4, up +6% compared to the prior year, and has planned enhancements to the program this year.

Bath & Body Works demonstrates this value by:

• Actively seeking customer feedback to improve products and services.
• Creating a seamless omnichannel retail experience. In fiscal year 2023, Bath & Body Works had 1,775 retail stores and digital platforms generating $5.6 billion in net sales.
• Offering a wide range of products to meet diverse customer preferences.

This focus on the customer is fundamental to the power of the Bath & Body Works brand.

Diversity, Equity, and Inclusion Make Us Stronger

Bath & Body Works recognizes that every associate has something unique to add to the brand and business. The company fosters a culture where everyone belongs and is included, can bring their whole selves to work and perform at their peak.

The company integrates Diversity, Equity, and Inclusion (DE&I) principles into every level and aspect of its business to create safe spaces of belonging that embrace diversity, cultivate equity, and spark inclusion. Bath & Body Works empowers its associates to be their authentic selves because empowered associates are happy associates, and happy associates make a difference for customers and in communities.

Bath & Body Works demonstrates this value by:

• Treating everyone respectfully and fairly.
• Providing and fostering an environment where everyone feels safe and empowered to be successful.
• Ensuring equity in development and career growth opportunities, while holding everyone accountable.
• Not tolerating discrimination, harassment, bullying, or other abusive behavior in the workplace.
• Having no tolerance for retaliation of any kind.

The company also has inclusion resource groups that give associates meaningful ways to share and celebrate a range of perspectives and experiences, and its inclusion council shapes recruitment efforts; associate education, development, engagement and retention; community involvement and business practices.

Passion Leads to Success

Bath & Body Works fosters a culture of passion, where employees love what they do and are driven by a strong sense of purpose. This passion translates into exceeding customer expectations and delivering exceptional results.

Bath & Body Works demonstrates this value by:

• Encouraging creativity and innovation in product development. Bath & Body Works focuses on continuous product innovation with 400+ new fragrance introductions annually and $1.2 billion invested in product development and marketing.
• Providing opportunities for associates to grow their careers and the business on a platform of collaboration and cooperation and by retaining the power to work freely and directly with one another.
• Celebrating successes and recognizing the contributions of its team members.

This passion is evident in the company's commitment to crafting fragrances and formulas that customers can trust.

It Matters How We Play the Game

Bath & Body Works holds itself to the highest standards of ethical conduct, focusing on doing what's right in the workplace, communities, industry, and for the planet. The company leads with honesty, integrity, and humility, emphasizing that how you get there matters as much as the destination.

Bath & Body Works demonstrates this value by:

• Focusing on environmental responsibility.
• Supporting communities through volunteer work and contributions. In 2023, Bath & Body Works launched a new pilot donation program for out-of-stock products supported by Good360 that resulted in more than 400,000 units of product donated and is now being scaled toward chain-wide adoption.
• Maintaining high standards in product sourcing, safety, and ingredients.

Environmental Initiatives drive operational decisions. The company has invested $15.7 million in sustainable product development.

Specific goals include:

• Targeting 100% recyclable packaging by 2030.
• Aiming for 50% of its packaging to be recyclable, reusable, or compostable by 2025.
• Increasing the amount of post-consumer recycled content (PCR) to 33% of its total plastic packaging portfolio by 2025.
• Reducing Scope 1 and 2 emissions by 50% by 2030.

In December 2024, Bath & Body Works partnered with The Nature Conservancy and other companies on a $1.2 million water protection project in Central Ohio.

Financial Performance & Future Outlook:

Bath & Body Works reported strong performance in fiscal year 2024. Fourth quarter net sales reached $2.8 billion, and earnings per diluted share were $2.09, both exceeding guidance. Full-year net sales amounted to $7.3 billion, with earnings per diluted share at $3.61. Looking ahead to 2025, the company forecasts net sales to grow between 1% to 3%, with earnings per diluted share expected to be between $3.25 and $3.60. The Board of Directors has authorized a new $500 million share repurchase program, and the company anticipates generating free cash flow of $750 to $850 million in fiscal 2025.

By adhering to these core values, Bath & Body Works aims to create a positive impact on its customers, associates, and the planet, ensuring long-term sustainability and success.