Bath & Body Works reopened its SouthPark mall store Friday morning after shutting it down for about 19 weeks to undergo a complete redesign, debuting a format the company calls its new “Feel Good” concept. The Charlotte location, which has operated at SouthPark since 2000, is the first of three stores nationwide to get the new look, with sinks moved to the center of the floor and a layout built around easier fragrance discovery.
The 3,127-square-foot store reopened at 10 a.m. Friday, according to the Charlotte Observer. The redesign brings a simplified floor plan and an elevated look, with natural stone and custom-colored tile replacing the old decor. Rachel Page, North America stores group vice president for Bath & Body Works, said the new space is easier to navigate and offers an open, airy, modernized experience.
Sinks Move to Center Stage
One of the most visible changes: the product-testing sinks that used to sit along the side of the store are now positioned in the middle of the floor for easier access, the Charlotte Observer reports. The store also includes an Eau de Parfum bar, a lip-and-blend station and dedicated sink zones for testing and demonstrations, according to a release from Bath & Body Works announcing the concept.
Shoppers will also find a digital quiz offering personalized scent recommendations, shoppable drawers meant to keep the space organized while still inviting browsing, and signage built around product storytelling that highlights ingredients. Products are now grouped by fragrance type, including categories like warm and woodsy and fruity and bright, and the store features flexible walls and feature frames designed to showcase new launches and seasonal fragrances throughout the year.
Feedback From Shoppers and Staff Shaped the Redesign
Feedback from customers and employees helped shape the new format, the Charlotte Observer's reporting notes. Page said SouthPark draws shoppers from across the broader region, and Maly Bernstein said the Charlotte store will help the company understand consumer engagement as it evolves the shopping experience going forward.
Two more Feel Good concept stores are planned at Easton Town Center in Columbus, Ohio, and Town and Country in Miami, Florida, according to the company's release. Beyond those three flagship locations, Bath & Body Works is pushing a broader update across its entire U.S. and Canadian footprint. Per Retail Dive, that wider rollout began in July and emphasizes simplified navigation, clearer signage and an easier layout meant to make product discovery more intuitive across every store format the company operates, including the Gingham+ design introduced in 2025.
A Second Mall Makeover at SouthPark
The Bath & Body Works refresh follows a similar move by Urban Outfitters, which reopened its only Charlotte store at SouthPark in April with a modern, Gen Z-focused design, the Charlotte Observer notes. That 5,735-square-foot store was only the fifth Urban Outfitters location nationwide to get the update, according to the Charlotte Business Journal, which also reported that the company plans to refresh ten stores by the end of 2026.
Bath & Body Works now operates 26 stores across the Charlotte region, including locations at two other Simon-owned malls: Concord Mills in Concord and Charlotte Premium Outlets in Steele Creek. Nationally, the company counts more than 1,900 stores across the U.S. and Canada and more than 500 international locations, the same Bath & Body Works release states. The retailer says it will continue gathering feedback from the Feel Good rollout to shape future versions of its store design as the holiday shopping season approaches.
