Bath & Body Works (BBWI) Stock Hit by Q3 2025 Miss, Holiday Sales Warning and New ‘Consumer First’ Turnaround Plan

Bath & Body Works, Inc. (NYSE: BBWI) shares swung wildly on Thursday after the specialty retailer reported softer-than-expected third-quarter 2025 results, slashed its full‑year outlook and warned of weaker holiday demand, even as it unveiled an ambitious new transformation strategy dubbed the “Consumer First Formula.” ^[1]

As of early afternoon trading, BBWI was changing hands around $21.04 per share, after tumbling as much as mid‑teens percent in pre‑market and early trading. The stock is still down roughly 46% year to date and about 31% over the past 12 months, putting it near multi‑year lows despite a modest intraday rebound. ^[2]

Q3 2025: Earnings Miss on Both Revenue and Profit

For the quarter ended November 1, 2025, Bath & Body Works reported: ^[3]

Net sales:$1.594 billion, down 1% year over year (vs. ~$1.63 billion consensus).
Net income:$77 million, down from $106 million a year ago.
GAAP EPS:$0.37 vs. $0.49 last year.
Adjusted EPS:$0.35, below analyst expectations around $0.39–$0.40.

Channel performance underscores where the pressure is building: ^[4]

U.S. & Canada stores: ~$1.22 billion in sales, essentially flat vs. last year.
Direct (e‑commerce): $299 million, down about 7% year over year.
International: $73 million, up roughly 6%.

The company ended the quarter with 1,934 company-operated stores in North America and 544 partner-operated international locations, bringing its global footprint to about 2,478 points of sale. ^[5]

In short, the bath, body care and home fragrance giant is still generating solid cash, but growth has stalled, digital sales are under pressure, and profitability has slipped as the company leans on promotions and faces higher costs.

Guidance Cut: Holiday Quarter and 2025 Outlook Re‑set Lower

The market’s sharp reaction is largely about what comes next.

Q4 2025 (Holiday) Outlook

Bath & Body Works now expects: ^[6]

Net sales: To decline in the high single digits versus $2.79 billion last year.
EPS: At least $1.70 (vs. $2.09 in the prior-year quarter).

That is a major reset from what Wall Street was looking for; analysts had been modeling a small increase in holiday sales, not a mid‑single‑digit to high‑single‑digit decline. ^[7]

Full‑Year 2025 Guidance

For the full year, the company now expects: ^[8]

Net sales: A low single‑digit decline, versus prior guidance calling for 1.5%–2.7% growth.
GAAP EPS: At least $2.83 per diluted share.
Adjusted EPS: At least $2.87.
Free cash flow: Around $650 million for 2025.
Share repurchases: Roughly $400 million of buybacks baked into the outlook.

Reuters notes that the company’s revised forecast reflects weaker demand for scented candles and fragrances among budget‑conscious shoppers, with consumers trading down or pulling back on discretionary purchases. ^[9]

Inside the ‘Consumer First Formula’ Turnaround Plan

To offset the weaker near‑term trajectory, Bath & Body Works unveiled a sweeping transformation plan called the Consumer First Formula, introduced by new CEO Daniel Heaf. ^[10]

At a high level, the strategy focuses on four pillars:

Product innovation
- Sharpening focus on “disruptive and innovative” fragrances and body‑care products.
- Doubling down on hero collections and best‑selling scents, while pruning underperforming lines.
Reigniting the brand
- Modernizing brand positioning and creative, with a heavier digital and social footprint.
- Holiday 2025 is backed by new campaigns (including immersive, fragrance‑driven storytelling and multi‑sensory activations) designed to get younger shoppers excited about the brand again. ^[11]
Winning in the marketplace
- Optimizing the store fleet and layouts and exploring broader marketplace expansion, including more robust partnerships and third‑party platforms such as Amazon. ^[12]
- Enhancing merchandising and in‑store experience, with clearer storytelling across collections.
Operating with speed and efficiency
- A targeted $250 million in cost savings over two years, much of it from sourcing, inventory efficiency and automation. ^[13]
- Streamlining the organization and shifting capital toward consumer‑facing initiatives rather than heavy back‑end systems alone. ^[14]

Management says the savings will be recycled into growth investments – product development, brand marketing, and digital capability – instead of just padding margins. ^[15]

New CEO: “Old Strategy Failed to Drive Growth”

Today’s reset is also a line in the sand for Daniel Heaf, who took over as CEO in May 2025 after a career at Nike and Burberry. ^[16]

In a detailed interview and earnings‑day coverage, Heaf argued that prior management’s strategy diluted the brand’s core strengths: ^[17]

The company ventured aggressively into newer categories like hair care and men’s grooming, while under‑investing in core franchises such as body care, home fragrance, soaps and sanitizers.
As growth fizzled, Bath & Body Works turned to heavy discounting, which hurt both margins and brand perception.
Digital shopping was under‑developed: collections weren’t clearly grouped online, product pages lacked strong visuals and storytelling, and the checkout experience felt clunky.

Heaf’s plan calls for:

Exiting or shrinking underperforming categories, and re‑centering the business on core, high‑margin franchises.
Cleaning up discounting behavior and cracking down on unauthorized bulk resellers that erode brand equity and pricing power. ^[18]
Overhauling the digital experience so that, for example, a shopper exploring a signature scent sees its full expression across candles, body lotion and shower products in one place. ^[19]

Crucially, Heaf has cautioned that meaningful growth may not return until around 2027, signalling that this is a multi‑year turnaround rather than a quick fix. ^[20]

Market Reaction: From Pre‑Market Plunge to Five‑Year Low

The Street did not shrug off the guidance cut:

A detailed breakdown from StockStory notes that Q3 revenue of about $1.59 billion missed consensus by roughly 2.5%, while GAAP EPS of $0.37 came in around 6% below expectations. ^[21]
Reuters reported that shares dropped nearly 14% in pre‑market trading after the company disclosed a holiday sales decline instead of the modest growth analysts anticipated. ^[22]
Other coverage pegs the intraday drop closer to 16%, with BBWI briefly touching its lowest level in about five years before recovering part of the loss. ^[23]

An Associated Press snapshot highlights just how tough 2025 has been: BBWI shares are down about 46% since the start of the year, even after Thursday’s partial bounce. ^[24]

Institutional Investors Are Re‑Positioning

Behind the scenes, big investors have been actively reshaping their exposure to Bath & Body Works.

A fresh MarketBeat analysis notes that KBC Group NV slashed its stake by 95.5% in the second quarter, now holding just 5,405 shares after selling more than 115,000. ^[25]
Data compiled by QuiverQuant shows a split picture: some major asset managers have added millions of BBWI shares, while others have completely exited their positions, reflecting divergent views on the turnaround’s odds of success. ^[26]

That tug‑of‑war among institutions mirrors the market narrative: is BBWI a value trap, or a battered brand with a credible recovery plan?

Macro Backdrop: Discretionary Spending Under Pressure

Today’s news doesn’t exist in a vacuum. Retailers across the U.S. are dealing with: ^[27]

Consumers getting more selective with discretionary purchases like candles, fine fragrance and premium body care.
Promotional intensity rising across the sector as players fight for a smaller slice of wallet share.
Ongoing uncertainty around trade and tariff policy, which contributes to caution even for brands like Bath & Body Works that have already localized much of their supply chain.

Those dynamics help explain why a brand with strong name recognition and a vast store footprint can still guide to declining sales in what should be its biggest quarter of the year.

What to Watch Next for BBWI

For investors, analysts and even loyal shoppers, several catalysts will determine whether Thursday’s slump becomes a long‑term buying opportunity or a warning sign:

1. Holiday 2025 performance

Can Bath & Body Works beat its newly lowered Q4 bar? Even a “less bad than feared” holiday season could restore some confidence in the stock.

2. Early proof points from the Consumer First Formula

In coming quarters, look for: ^[28]

Cleaner product architecture and fewer overlapping collections.
Stronger response to new launches and limited‑edition drops.
Improvement in digital metrics (conversion rates, average order value, repeat purchase).

3. Cost savings vs. brand investment

The company has committed to $250 million in savings over two years and about $650 million in 2025 free cash flow. The key question is whether those savings genuinely fund brand‑building and innovation, or simply offset margin headwinds. ^[29]

4. Store productivity and footprint

With nearly 2,500 locations globally, the balance between new openings, remodels and potential closures will be crucial. BBWI needs store‑level economics to improve, not just unit counts to grow. ^[30]

Bottom Line: A High‑Quality Brand in a Tough Transition

As of November 20, 2025, Bath & Body Works sits at a crossroads:

Negative:
- Q3 missed expectations on both sales and earnings.
- The company cut its outlook for the holiday quarter and full year.
- The stock has been battered, and some institutions are heading for the exits. ^[31]
Positive:
- The brand still throws off substantial free cash flow and enjoys strong recognition with U.S. shoppers. ^[32]
- A new CEO with digital and brand‑building credentials is owning past mistakes and executing a clear, multi‑year plan. ^[33]
- A focused shift back to core categories, plus disciplined cost savings, could lay the groundwork for healthier, more profitable growth by the latter half of the decade. ^[34]

For investors, BBWI is now firmly in “show‑me” territory: the stock is cheaper, but the bar for execution just got higher. For shoppers, the immediate takeaway is simpler—expect to see a sharper, more focused Bath & Body Works in the coming seasons, with fewer distractions and more emphasis on the fragrances that made the brand famous in the first place.