The Body Shop is making a comeback in the United States, albeit digitally. Following a challenging period that included entering administration in the UK and closing its U.S. physical stores, the beloved brand is now accessible to American consumers through Amazon and a dedicated U.S. website.
This move aims to re-establish the brand's presence and connect with its loyal customer base.
A Digital Comeback
The Body Shop, a brand with significant recognition among Gen X and millennials, has re-entered the U.S. market. This return is primarily focused on digital channels, with products now available via Amazon and a newly launched U.S. website.
This strategy aims to leverage the brand's established name while adapting to current retail landscapes.
Future Distribution Plans
While the current focus is digital, CEO Mike Jatania said The Body Shop is "strategically considering our options for broader U.S. distribution."
Any future expansion will be guided by opportunities for sustainable and profitable growth, with a keen eye on customer needs and habits. The company aims to shape its approach based on these factors.
Ownership and Acquisition
Jatania is also the co-founder of the private equity firm Auréa Group. His firm led the consortium that acquired The Body Shop's 113 UK stores in September 2024.
This acquisition also granted the group control over the retailer's Australian and North American assets. Previously, private equity firm Aurelius had purchased The Body Shop from Natura in November 2023 for $257.8 million, though it is no longer listed as one of Aurelius's investments.
