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  3. Bath & Body Works SWOT Analysis

Bath & Body Works SWOT Analysis

Published by MBA Skool Team in Lifestyle and Retail category Last Updated: November 18, 2023Read time:

Here is a detailed SWOT analysis of Bath & Body Works covering strengths, weaknesses, opportunities and threats.

Bath & Body Works Strengths

  1. It has an annual revenue of about $3.3 billion
  2. It operates about 1640 stores throughout North America and also has online store 
  3. Its online store sales grew by 18% in 2014 while the same store sales increased by 7%
  4. It constantly tries to do innovation in its product variety
  5. It has a wide variety of personal and beauty care products
  6. Very strong parent company in L Brands which is financially very strong

Above are the strengths in the SWOT Analysis of Bath & Body Works. The strengths of Bath & Body Works looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Bath & Body Works Weaknesses

  1. It had unsuccessful promotions of natural care products
  2. It has an inefficient supply chain
  3. It has low market share as compared to competitors

These were the weaknesses in the Bath & Body Works SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Bath & Body Works Opportunities

  1. It has a huge potential to grow its natural and ecofriendly products
  2. Online expansion due to growth of ecommerce
  3. Increase in demand from emerging economies

Above we covered the opportunities in Bath & Body Works SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Bath & Body Works Threats

  1. Fierce competition in personal and beauty care category
  2. Sales are severely affected by the performance of the economy

The threats in the SWOT Analysis of Bath & Body Works are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Bath & Body Works SWOT analysis.

About Bath & Body Works

The table below gives the brand overview along with its target market, segmentation, positioning & USP

Bath & Body Works Overview
Parent Company

L Brands


Beauty products, Cosmetics


Lifestyle and Retail

Tagline/ Slogan

Straight from the heartland


Quality products perfect for treating oneself

Bath & Body Works STP

Urban men and women, Higher Income group

Target Market

High income group beauty conscious men & women, cosmopolitan customers


High quality care for the body

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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