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New Year’s Resolution: BBW Takes Holistic Route to Wellness

NEW YORK — Most years start off with good intentions.There are the diet plans, the new projects and renewed commitments to family and...

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Shifting its direction was not purely altruistic: BBW sales had been slumping. In 2001 the chain’s comp store sales fell 11 percent, the first decline in the chain’s history. The most recent data available show 2002 comp store sales slipped 3 percent for the year ended November. Sales for 2001 were $1.74 billion, compared with $1.78 billion in 2000. The new product lines have ushered in higher price tags and helped stabilize sales — a standard BBW lotion is typically sold in multiples of three for around $20, while a new Aromatherapy lotion is $12.

Robert Goehrke, head merchant at BBW, said with the chain’s new model, "We are embracing the world of well-being and creating an integrated and holistic approach to health and beauty that will deeply enrich our customer’s experience."

At the New York Summit, Pritchard told the audience that "BBW is committed to making life for our customers better on a very broad basis." More recently she added, "We are entirely dedicated to our focus on delivering products that will nurture and restore harmony and create balance and beauty within the lives of our customers."

The Summits, she commented, "are really to give women the information they need — How do I eat right? How do I take care of my mental attitude? Through yoga? Pampering? Through a spa experience?" Pritchard said. "Nearly every woman wants to go to a spa, but not everyone can."



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