Bath & Body Works has named Daniel Heaf as its new chief executive officer, marking its second leadership change in less than three years. Heaf steps into the role effective immediately, replacing Gina Boswell, who had led the company since December 2022. Boswell, a former Unilever executive, had taken a leave of absence in March to undergo surgery.
Heaf joins the company with a strong background in strategic leadership, having most recently served as chief strategy and transformation officer at Nike. His role there was eliminated following the arrival of new Nike CEO Elliott Hill. Prior to that, Heaf led Nike Direct, overseeing 45,000 employees across 9,000 stores in 41 countries, and played a key role in Burberry’s digital transformation earlier in his career.
Heaf moved to Columbus, Ohio—home to Bath & Body Works’ headquarters—just this past weekend and began meeting with senior company leaders. He is expected to focus on accelerating the retailer’s growth, particularly by enhancing its appeal to new demographics such as tweens and men, while also driving international expansion.
Under Boswell’s leadership, Bath & Body Works navigated the post-pandemic retail landscape effectively, restoring profitability and strengthening its position in the market. The company continues to benefit from having the majority of its supply chain in North America, which has helped shield it from some of the broader impacts of ongoing U.S. tariffs on imports.
With Heaf at the helm, the company is seeking to build on this solid foundation and push for faster innovation and broader reach. His appointment coincides with the release of preliminary first-quarter results, which showed stronger-than-expected performance. Revenue grew 3% year over year, reaching $1.42 billion, while earnings per share rose to 49 cents from 38 cents a year ago, surpassing internal projections.
Bath & Body Works has reaffirmed its full-year guidance, which factors in a 10% tariff on goods from China but excludes any future tariff changes. Currently, Chinese imports are subject to a 30% tariff. The company’s strategic focus remains on resilience, expansion, and deeper customer engagement as it navigates an evolving retail environment under new leadership.
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