Bath & Body Works has appointed Daniel Heaf as its new Chief Executive Officer, effective immediately. He will also serve as a member of the Board immediately following the conclusion of the company’s 2025 Annual Meeting of Shareholders.

Gina Boswell has stepped down from her role as CEO and a member of the Bath & Body Works Board, effective immediately.

Sarah Nash, Chair of the Board, said,  

“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.” 

Heaf is a transformative leader with a deep consumer-centric mindset and a track record of driving bold innovation at scale across global consumer and retail companies. 

In various senior leadership roles at Nike, Heaf oversaw strategy and drove significant growth in retail and digital sales channels at a time of massive upheaval in the marketplace. 

Most recently, as Nike’s Chief Strategy and Transformation Officer, Heaf delivered material productivity gains by refocusing resources and investment in product and brand. 

Before Nike, Heaf served as Senior Vice President of Digital, Digital Marketing, Customer Service & Data at Burberry, where he helped reposition the brand as a digital innovator.

Nash added, 

“Daniel, his leadership team, and the Board will partner closely to develop a forward-looking strategy that honors the company’s legacy while embracing bold, necessary transformation to meet consumers where they are.”

Preliminary First Quarter Net Sales

The company pre-announced its preliminary first-quarter net sales and earnings per diluted share results. 

First quarter net sales were $1,424 million, an increase of 3% compared to the 2023 period. First quarter, 2025 sales were at the high end of the guidance range, and earnings per share exceeded the high end of the guidance range. 

Earnings per diluted share were $0.49 for the first quarter of 2025, compared to $0.38 last year.

The company maintains its initial full-year 2025 net sales guidance of 1% to 3% growth and $3.25 to $3.60 earnings per diluted share.

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