By  on November 30, 2007

Bath & Body Works is reinventing itself once again, by rethinking its experiment with outside prestige beauty brands and cutting its vendor list in half.

Four years ago, the vertical retailer heralded an internal revolution by tilting its business model to add a selection of outside brands to a smattering of doors in its chain. The shift in strategy reinvented BBW from an affordable purveyor of scented lotions and bath gels to a beauty apothecary that aimed to go head-to-head with Sephora to procure emerging brands.

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