Bath & Body Works is celebrating 15 years of international presence, growing from its first international store in 2010 in Dubai, to over 530 locations across six continents and 40 countries.
The brand’s global expansion includes key milestones, such as entering the European and South Asian markets and celebrating its 500th store opening.
An adaptable international franchise model and strong local partnerships have fueled the company’s continued international presence.
October 22nd, 2025
Bath & Body Works Marks 15 Years of International Presence
What You Should Know
Fifteen years ago, Bath & Body Works began its international journey with the opening of its first store in Dubai, United Arab Emirates (UAE). Since then, the beloved fragrance brand now has more than 530 international locations spanning six continents and over 40 countries, including stores in markets such as Malaysia, the United Kingdom and Mexico.
Bath & Body Works partners with the world’s top franchise operators on its international strategy, tapping into their deep regional knowledge and leveraging their local networks. This model allows the brand to tailor product offerings to suit specific consumer preferences while maintaining the store experience for which Bath & Body Works is known and beloved globally.
Highlights from the last 15 Years
Bath & Body Works’ global journey is defined to date by key moments, including:
2010: Began its international journey with the opening of its first store in Dubai, UAE.
2015: Expanded into South Asia by opening its first locations with franchise partner Valiram in Singapore.
2015–2016: Entered the European market with its first store in Italy through a partnership with Percassi.
2024: Celebrated the opening of its 500th international store, located in London’s Westfield Stratford City.
2025: Debuted a flagship store on London’s iconic Oxford Street and marked 10 years of success in both Mexico and Malaysia—highlighting a sustained global presence and loyalty in key regions.
"Our international growth is more than our footprint—it's about creating meaningful connections with communities worldwide," said Tony Garrison, Bath & Body Works’ international executive vice president. "Fragrance has a unique power to bridge cultures and spark shared experiences and we are proud to bring moments of joy and comfort to customers everywhere as we continue our global journey."
Internationally, fragrance collections such as Into the Night, Warm Vanilla Sugar and A Thousand Wishes are consistent best-sellers. These offerings showcase the brand’s ability to seamlessly blend beloved, timeless favorites with the growing desire for calming, wellness-inspired scents.
As Bath & Body Works marks 15 years of international presence, its journey from a single store to a global brand underscores the company’s continued innovation, adaptability and enduring appeal.