An assortment of Tub & Physique Works merchandise.
Courtesy of Tub & Physique Works
Tub & Physique Works Champagne Toast physique wash, with no minimal transport threshold, is now only a click on away for Amazon Prime members.
The mall-favorite model is making a few of its best-selling fragrances, physique washes, hand soaps and candles accessible for Amazon’s U.S. consumers. The choice can also be eligible for Prime transport.
Amazon is the No. 1 on-line vacation spot for U.S. magnificence consumers, accounting for 47% of the net magnificence and private care market within the U.S. in 2024, in response to Euromonitor. Sephora is second with 9% share. Euromonitor estimates 39% of all magnificence and private care gross sales happen on-line.
“Launching our first licensed model storefront on Amazon permits us to place ourselves straight within the path of the patron,” Tub & Physique Works CEO Daniel Heaf instructed CNBC. “It is about assembly them the place they already store.”
The Amazon launch marks the newest effort by Columbus, Ohio-based Tub & Physique Works to increase its entry factors for patrons. Final yr, it started promoting its merchandise in school campus shops — with a footprint of now greater than 1,000 places — within the firm’s first factors of sale exterior its roughly 2,600 owned and franchised shops and its personal web site.
Heaf joined Tub & Physique Works in Could after his function as Nike’s chief transformation and technique officer was eradicated by CEO Elliott Hill.
Heaf just lately laid out his “plan to return [Bath & Body Works] to worthwhile, sustainable development.” He calls it a “consumer-first components” with 4 pillars: creating disruptive and progressive merchandise, reigniting the model, successful within the market, and working with velocity and effectivity.
The Amazon partnership, Heaf stated, “is the primary of many milestones that we’ll be delivering this fiscal yr in opposition to that technique.”
Earlier than the official storefront launch, Tub & Physique Works merchandise have been bought on Amazon by means of third-party resellers.
Now, Heaf says the corporate is trying to reclaim the model story on Amazon — and people market gross sales.
Amazon: Buddy or foe?
Whereas Amazon has many first-party relationships with manufacturers from Nike to Calvin Klein that use wholesale partnerships as a part of their enterprise fashions, there are few examples of outlets promoting on the positioning that design, manufacture and promote their merchandise totally on their very own.
For these so-called vertically built-in manufacturers, like Tub & Physique Works, Amazon is more and more filling the function of expert logistics associate relatively than retailer.
Hole, J. Crew and Everlane are equally vertically built-in and have small alternatives of branded merchandise on the market on Amazon.
Hole started promoting what it calls “core fundamentals for the entire household” in 2022 by means of a wholesale relationship, the place Amazon owns and sells the merchandise, that are Prime eligible. Hole has stated its purpose is to achieve new or lapsed prospects in addition to present current consumers the comfort for “core necessities.”
Beneath Tub & Physique Works new settlement with Amazon, the model will retain possession of the stock and management pricing, however will use Amazon’s success companions community for Prime eligibility.
Everlane declined to touch upon its Amazon partnership. J. Crew didn’t reply to request for remark.
Jewellery firm Kendra Scott has a certified storefront on Amazon after initially opposing the partnership — despite the fact that it had wholesale relationships with different retailers, together with Macy’s and Nordstrom. However over time, the model started to view Amazon as one other alternative to achieve consumers relatively than a aggressive menace, in response to an individual aware of the corporate’s resolution making, who spoke about inside issues on the situation of anonymity.
By itself web site, Tub & Physique Works is making it simpler for consumers to put their orders. The corporate lowered its free transport threshold to $50 from $100 final month.
Nonetheless, Heaf admits, “We all know that we are going to by no means compete with Amazon by way of their Prime Community. Nobody goes to offer next-day transport. That is simply not what we’re within the enterprise of. And so I feel that by occurring Amazon, we’re additionally making our personal web site extra aggressive however recognizing that our job is to not construct a success community that may function on the velocity of Amazon.”
