Bath and Body beds down in Asia

Bath & Body Works, the US chain owned by Limited Brands, is bedding down its southeast Asian foray.

The brand has just opened its second store in Singapore, with a Malaysian outlet now in the works.

Bath & Body Works, which specialises in body care products, opened its second Singapore store inside the Takashimaya shopping centre on Orchard Rd. Its debut was at The Shoppes at Marina Bay Sands.

Bath&Body shopront Singapore

Now, local partner The Valiram Group, is planning a store in Malaysia, most likely in Kuala Lumpur’s Pavilion shopping centre, where sister brand Victoria’s Secret already has a prominent presence.

While Victoria’s Secret has been steadily expanding its Asian network, Limited Brands has been more conservative in its approach to the region. The most prominent offshore expansion of the chain hto date as been in the Middle East and Moscow.

The Asian strategy is unclear. Emails to the company’s public relations team in the US went unanswered.

Bath & Body Works was founded in 1990 in Ohio and now boasts 1600 stores in the US and Canada and about 100 internationally.

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