Bath & Body Works CEO slams chain as 'slow and inefficient,' says it has 'not attracted a younger consumer'

""Our organization has become slow and inefficient," Heaf said. "Unnecessary complexity has reduced our speed and dampened our innovation.""

""We will transform Bath & Body Works to be a faster and more efficient organization. Work has already begun, and we will continue to break down silos, speed up decision making and strengthen the agile operating model that makes this company great," Heaf said in the earnings release."

""not attracted a younger consumer""

Bath & Body Works reported weaker-than-expected Q3 results, with sales and earnings down and full-year guidance cut. CEO Daniel Heaf called the organization slow and inefficient and said unnecessary complexity reduced speed and innovation. Heaf said the brand failed to attract a younger consumer and became dependent on heavy discounting, eroding brand value and image. Heaf outlined a comeback plan to reignite the brand by investing in core areas—body care, home fragrances, soaps, and sanitizers—while axing hair care and men's grooming to simplify the assortment. The company plans operational changes to break down silos, speed decision-making, adopt an agile model, and expand distribution by launching on Amazon; the company estimates $60 million to $80 million of products move through the gray market.

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