American retail chain Bath & Body Works has opened its first Belgian store in Wijnegem (near Antwerp), but that will by no means be the end of its expansion in the country. The company is aiming for fifteen Belgian stores, and the hunt for subsequent locations is already underway.
The shopping centre Wijnegem Shop Eat Enjoy is excited to host the United States-based retail chain. “This brand is extremely popular abroad. Among young people, it is already known thanks to hypes on social media and they are already very enthusiastic”, shopping centre manager Katrien Geysen said about the opening.
The enthusiasm appears to be contagious, so Bath & Body Works has already announced further Belgian expansion. The chain eventually wants to open about fifteen shops in the country, La Libre Eco reports. Obviously, the chain is also looking for a location in the Belgian capital, Brussels.
Bath & Body Works specialises in home and personal care products, from candles to soaps and lotions. The chain, founded in 1990, is already long established in the United States. Until May 2021, it belonged to the same group as Victoria’s Secret. In the same year, Bath & Body Works also came to the Netherlands.