Bath & Body Works (BBWI) said Wednesday it is collaborating with ICM Distributing Company to bring its brand to more than 600 college campus stores in the US in time for the back-to-school season.
The initiative is part of a new distribution strategy targeting Gen Z consumers, the company said.
The company's shares were up 3.7% in recent Wednesday trading.
Price: 30.00, Change: +1.07, Percent Change: +3.70
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