Bath & Body Works is placing fragrance discovery and strategic partnerships at the centre of its ambitions for global travel retail.
In a new interview with The Moodie Davitt Report, Tony Garrison, Executive Vice President, International, discusses the brand’s evolution across packaging, store fixtures, marketing and product formulations.
Bringing the experience to travellers
The interview highlights testing, sampling and interaction as important elements of the proposition. Garrison also discusses potential experiential formats, including kiosks and mini-spa moments, as ways to introduce travellers to the brand’s fragrance portfolio.
These ambitions put the shopper experience at the centre of the conversation between brands and travel-retail operators.
What this means for travel-retail buyers
From TR Partners’ perspective, the opportunity deserves consideration through three practical questions:
- How will shoppers discover the range? Clear fragrance signposting, accessible testers and concise staff guidance can help travellers navigate an assortment within limited shopping time.
- What role will the brand play? Buyers should define how the offer fits their existing fragrance and bodycare categories, considering both gifting and personal-use purchases.
- How will the concept work in each location? Assortment, display space, replenishment and activation plans should reflect the passenger profile and operating conditions of each retail environment.
The commercial aim should be a proposition that is straightforward for shoppers to understand and practical for retail teams to deliver, with performance assessed against agreed measures.
Contact TR Partners to discuss brand strategy, assortment development and shopper engagement across global travel retail.
Source: Hannah Tan’s interview with Tony Garrison, published by The Moodie Davitt Report on 21 October 2026. Buyer considerations above are TR Partners’ commentary.
