Bath & Body Works’ first shop-in-shop to come up at Kolkata Shoppers Stop outlet

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Apparel Group India Private Limited announced on December 4 that it has partnered with Shoppers Stop to expand the presence of Bath & Body Works, an American fragrance brand, in India. The Shoppers Stop outlet located in City Centre Mall, Salt Lake, Kolkata, will be home to the first Bath & Body Works shop-in-shop experience.

“The immersive retail experience will offer a wide range of Bath & Body Works’ signature products, including body mists, shower gels, candles, and more. This strategic move aligns seamlessly with Apparel Group's vision for Bath & Body Works' growth in India, through the shop-in-shop format, to introduce the brand to a new and vibrant market,” the global fashion and lifestyle conglomerate said in an exchange filing.

“This strategic collaboration marks a pivotal milestone in Bath & Body Works’ entry into the shop-within-a-shop retail concept,” the Apparel Group filing stated.

“We are excited about the prospect of this alliance, which will enable us to introduce our brand Bath & Body Works’ products to a wider audience across India. We firmly believe that this collaboration will not only benefit both companies but also play a significant role in driving the growth of the Indian beauty market,” said Abhishek Bajpai, CEO, Apparel Group India Pvt Ltd.

Biju Kassim, Customer Care Associate and CEO, Beauty at Shoppers Stop, said, “With the introduction of Bath & Body Works in our stores exclusively, we are set to enhance our beauty offering significantly.”

According to the media release, the Indian beauty market is expected to experience sustained growth in the coming years. “The strategic alliance between Apparel Group and Shoppers Stop marks a formidable union of strengths, propelling both retail companies to seize the growing demand for high-end beauty products in the Indian market,” the release added. Apparel Group also operates global brands such as Victoria’s Secret, Charles & Keith, Aldo, Accessories, and Beverley Hills Polo Club.