Ike Boruchow's questions to Bath & Body Works (BBWI) leadership • Q2 2025
Question
Ike Boruchow focused on the underperforming digital business, asking for CEO Daniel Heaf's initial learnings, near-term plans, and long-term outlook for the e-commerce channel.
Answer
CEO Daniel Heaf acknowledged the digital platform is not up to standard and is a top priority for attracting new customers. He outlined immediate actions, including a new app in September and a mobile web relaunch in October, with a relentless focus on improvement. He emphasized the goal is to create a superior omnichannel experience rather than targeting a specific growth rate for the digital channel alone.