Apparel Group India Private Limited-operated brand Bath & Body Works has partnered with multi-brand fashion and lifestyle chain Shoppers Stop to expand its retail footprint in India. The US-based personal care and fragrance brand has forayed into shop-in-shops and opened its first in Kolkata.

“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,” said Apparel Group India Private Limited’s CEO Abhishek Bajpai in a press release on December 4. “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. As we embark on introducing more global brands into the market, we eagerly anticipate working closely with Shoppers Stop to foster mutual growth and success.”
 
The first Bath & Body Works shop-in-shop is located inside Shoppers Stop in Kolkata’s City Centre Mall in Salt Lake. The shop-in-shop features a selection of the seasonally scented products including body mists, shower gels, and candles among others. 

“At Shoppers Stop, customer satisfaction is our guiding principle and meeting the diverse needs of our customers remains our top priority,” said Shoppers Stop’s customer care associate and CEO of beauty Biju Kassim. “With the introduction of Bath & Body Works in our stores exclusively, we are set to enhance our beauty offering significantly. This launch in the city of Kolkata, with its beauty conscious community and rich cultural heritage perfectly aligns with our mission of delivering premium products from a renowned brand like Bath & Body Works to the beauty enthusiasts in the region.”
 
Bath & Body Works currently counts close to 40 exclusive brand outlets across India. The brand also retails through its India e-commerce store.