Bath & Body Works appoints Craig Smith as Executive Vice President of Digital

Craig Smith joined Bath & Body Works as Executive Vice President of Digital, effective November 2, 2026. The company announced the appointment, Retail Technology Innovation Hub reported. Smith previously held leadership roles at Burberry, Apple, Skype and Givenchy.

Smith's Prior Roles and Bath & Body Works Tenure

Smith brings experience leading digital transformation and growth initiatives. He joined Bath & Body Works earlier in 2026 as an E-Commerce Advisor. In that role, he helped strengthen the company's digital capabilities, enhance its online consumer experience and partner with teams across the business to relaunch its website.

A Bath & Body Works executive said: "Since joining us earlier this year as an E-Commerce Advisor, Craig has already put his unique expertise to work by helping strengthen our digital capabilities, enhance our online consumer experience and partner with teams across the business to successfully relaunch our website."

The executive added: "Digital is a critical part of our Consumer First Formula and our ambition to unlock the full potential of Bath & Body Works. In his new role, Craig will help accelerate our digital and omnichannel growth, strengthen how we connect with consumers and create more seamless, engaging shopping experiences across our channels."

Bath & Body Works Digital and Partnership Moves

Bath & Body Works launched in over 600 Ulta Beauty stores and on Ulta.com under a retail partnership, distributing fragrance mists, body creams, hand soaps, three-wick candles and plug-in air fresheners with an exclusive Juniper Breeze scent as part of the Consumer First Formula channel diversification, according to akta.pro company records. The company entered Brazil in July 2026 with its first physical store at Morumbi Shopping in São Paulo and a dedicated e-commerce site, bathandbodyworks.com.br, launching a localized Viva collection and tropical fragrances as part of international growth across 45 countries.

Bath & Body Works Store and Partnership Timeline

Bath & Body Works opened its first Feel Good concept store at SouthPark Mall in Charlotte, North Carolina, on October 23, 2026, with the format set to expand to Columbus, Ohio and Miami, Florida this fall, Stock Titan reported. The company temporarily expanded its Ulta partnership to all stores nationwide through December 26, bringing holiday fragrances and gift sets, Yahoo reported on October 16, 2026. Bath & Body Works signed a lease with Acadia Realty Trust to open its fifth New York City location in the Flatiron district, Crain's New York Business reported on October 12, 2026.

Bath & Body Works Q2 Revenue

Bath & Body Works reported Q2 revenue of $1.51 billion, down 2.3% year on year, beating EPS estimates but missing guidance, Yahoo reported on October 22, 2026.