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Bath & Body Works CEO Daniel Heaf at Semafor World Economy, Sonic AI
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Semafor World Economy Summit 2026
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Bath & Body Works CEO Daniel Heaf at Semafor World Economy
Semafor World Economy Summit 2026
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May 1, 2026
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13:55
Conference
Panel
Bath & Body Works CEO Daniel Heaf at Semafor World Economy
From
Semafor World Economy Summit 2026
· 2026
Daniel Heaf
(CEO, Bath & Body Works, guest)
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Executive Summary
Bath & Body Works is implementing an omnichannel strategy, leveraging its 2,500-store footprint as a competitive moat while aggressively overhauling its historically poor digital presence.
The company recently launched on Amazon to reach new, incremental customers who are willing to pay higher prices for convenience, viewing it as a permanent channel alongside its own direct-to-consumer efforts.
A key focus is on brand revitalization to re-engage a customer base that has 'forgotten but not rejected' the brand, moving from zero historical marketing to a modern playbook of digital storytelling and social engagement.
After a failed expansion into adjacent categories, the strategy is to refocus investment and product development on its core categories (body care, home fragrance, soaps) where it is the market leader but has been losing share.
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Omnichannel Transformation
Brand Revitalization
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Processed May 10, 2026
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