Bath & Body Works’ board of independent directors has appointed Daniel Heaf as CEO with immediate effect.

Following the 2025 annual meeting of shareholders, Heaf will also join the board as a member of the personal care and home fragrance retailer.

His previous experience includes a series of senior roles at Nike, where he played a pivotal role in shaping strategy and achieving growth in both retail and digital sales during a period marked by significant market disruption.

In his most recent role as Nike’s chief strategy and transformation officer, Heaf realised considerable gains in productivity by reallocating resources and focusing investments on product development and branding efforts.

He was previously head of Nike Direct where he managed a workforce of 45,000 across 9,000 stores in 41 countries, successfully doubling the segment's revenue to $22.3bn billion over five years.

Bath & Body Works board chair Sarah Nash stated: “Daniel is a forward-thinking leader with a remarkable track record of driving innovative, transformative growth across iconic global brands. He brings bold and direct leadership which energizss and inspires teams to rally behind him. His vision for evolving Bath & Body Works to be highly coveted, relevant and resonant for customers everywhere – combined with his consumer-first mindset – make him the right person to lead Bath & Body Works. Daniel, his leadership team and the board will partner closely to develop a forward-looking strategy that honours the company’s legacy while embracing bold, necessary transformation to meet consumers where they are.”

Gina Boswell has resigned from her positions as CEO and board member at Bath & Body Works.

Along with these executive changes, Bath & Body Works has released preliminary financial results for the first quarter (Q1) ending 3 May 2025.

The company reported net sales of $1.42bn, a 3% increase from the same period in the previous year. Earnings per diluted share were $0.49 for the first quarter of 2025, up from $0.38 in the previous year.

These figures align with the upper end of its projected sales range and exceed their anticipated earnings per share.

The retailer re-affirms its initial full-year guidance for 2025 with expected net sales growth between 1% and 3% and projected earnings per diluted share ranging from $3.25 to $3.60.

"Bath & Body Works appoints former Nike executive as CEO" was originally created and published by Retail Insight Network, a GlobalData owned brand.

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