Bath & Body Works has appointed a new chief executive officer as it navigates leadership changes for the second time in under three years.
Daniel Heaf has been selected as the new CEO of the popular personal care, home, and beauty retailer, effective immediately. He takes over the role from Gina Boswell, who previously led the company starting in December 2022 after departing from Unilever. Heaf was most recently serving as Nike’s chief strategy and transformation officer until the position was dissolved by the company’s new CEO, Elliott Hill.
Boswell’s tenure was marked by her leading the company through the post-pandemic recovery, as it returned to profitable growth thanks to its signature scented products. Earlier this year, Bath & Body Works announced that Boswell would take a medical leave for “several weeks” following surgery.
Heaf is set to engage with company leadership at its Columbus, Ohio headquarters following his recent relocation to the area over the weekend. This information comes from a source familiar with the situation who requested anonymity due to the confidential nature of the details.
Under Boswell’s guidance, Bath & Body Works sustained a strong position by mainly relying on a North American supply chain, which mitigated the impact of tariffs imposed during the previous administration. Nevertheless, the retailer is looking to accelerate its growth, particularly among younger demographics and male consumers, while also exploring opportunities for international expansion.
Before his time at Nike, Heaf held significant roles, including head of Nike Direct, where he managed a global workforce of 45,000 across 9,000 stores in 41 countries. He is also recognized for spearheading Burberry’s digital transformation.
In a related development, Bath & Body Works has released its preliminary financial results for the first quarter, indicating that both revenue and profit have exceeded internal forecasts. The company reported a 3% year-over-year revenue increase, reaching $1.42 billion, while earnings per share rose to 49 cents from 38 cents last year, surpassing the company’s guidance.
Looking ahead, Bath & Body Works is maintaining its full-year forecast, adjusting for a potential 10% tariff on imports from China, while excluding any further tariff adjustments, even as current tariffs sit at 30% on such goods.
