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Bath & Body Works Buoys Parent L Brands During Pandemic Lockdown

  • Management wants to operate chain as standalone public company
  • Victoria’s Secret sales, meanwhile, continue to lag behind
A customer enters a Bath & Body Works store in Chicago, Illinois in 2017. 

A customer enters a Bath & Body Works store in Chicago, Illinois in 2017. 

Photographer: Christopher Dilts/Bloomberg
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Quarterly results from L Brands Inc., owner of Victoria’s Secret and Bath & Body Works, show why the company is betting its future on scented bath soaps and glittery hand sanitizer instead of lingerie.

The Bath & Body Works chain posted a 20% increase in comparable sales at its stores in the period until they closed on March 17 due to the coronavirus pandemic. After that, customers continued to buy the company’s candles, lotions and soaps online.