The Breuningerland Ludwigsburg shopping centre has welcomed a new addition in the beauty and personal care segment. The internationally established brand Bath & Body Works has opened its first store in Baden-Württemberg on the second ground floor (EG2) of the retail property. For the US company, this step marks its debut in the south-west of Germany.
Location choice in the regional Stuttgart catchment area
According to the company, the decisive factor behind the location choice was the shopping centre's strategic positioning. Breuningerland is regarded as one of the region's leading shopping destinations and benefits significantly from its direct proximity to the state capital Stuttgart and the associated high-purchasing-power catchment area. These conditions provide the right environment to expand brand awareness across the southern German market.
The centre management views the arrival of the new tenant as an enhancement to the location's positioning. The brand expediently complements the existing sector mix in personal care. In addition, the store's design concept creates tangible added value for footfall across the centre.
Interactive retail concepts on the sales floor
Bath & Body Works looks back on a 35-year history. The range across the retail space encompasses personal care items, body lotions, and fine fragrance mists, alongside home fragrances and three-wick candles. The portfolio is complemented by seasonal autumn and winter lines as well as limited collections.
The store relies on an experience-oriented shopfitting concept that invites customers to test products directly on site. Alongside personalised advice from trained sales staff, the unit features a permanently installed washbasin. This architectural element allows customers to test different hand soaps directly in the shop, a detail intended to specifically increase dwell time on the sales floor.
