10:35 AM EDT, 08/06/2025 (MT Newswires) -- Bath & Body Works ( BBWI ) said Wednesday it is collaborating with ICM Distributing Company to bring its brand to more than 600 college campus stores in the US in time for the back-to-school season.

The initiative is part of a new distribution strategy targeting Gen Z consumers, the company said.

The company's shares were up 3.7% in recent Wednesday trading.

Price: 30.00, Change: +1.07, Percent Change: +3.70