Bath & Body Works launches Consumer First Formula transformation, adds CEO, expands to Amazon

Filed March 12, 2026 · Period ending January 31, 2026 · Compared to 10-K Mar 14, 2025 · ~2 min read

Key Changes

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  Company launched multi-year Consumer First Formula transformation in Q3 2025 targeting younger consumers through product innovation, brand marketing, and marketplace expansion. Management warns transformation may dilute near-term earnings and divert leadership attention from day-to-day operations.

  Business: Consumer First Formula transformation plan verify on EDGAR →
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  New CEO Daniel Heaf restructured leadership roles to align with transformation priorities. Company incurred $15M in severance costs for leadership transitions and $15M for business transformation activities in FY2025.

  Business: New CEO and leadership restructuring verify on EDGAR →
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  Launched products on Amazon in February 2026, marking first expansion into third-party e-commerce platforms. Move aims to increase brand accessibility and reach new consumers beyond owned channels.

  Business: Amazon marketplace launch verify on EDGAR →