Bath & Body Works sees stock rise with Disney Villains Collection launch

Bath & Body Works (BBWI) shares rose by nearly 3% premarket after launching its Disney Villains fragrance line. Analysts expect an average price target of $39.48, suggesting a 37.65% upside from current levels, with an "Outperform" rating and a GF Value estimate indicating a 38.49% upside.

Bath & Body Works (BBWI) shares experienced a significant rise of nearly 3% premarket following the launch of its Disney Villains fragrance line. The company's stock price, currently trading at US$28.68, has analysts projecting an average price target of US$39.48, indicating a potential 37.65% upside from current levels. The "Outperform" rating and a GF Value estimate of 38.49% further suggest a robust outlook for the company's future performance.

The Disney Villains Collection, featuring scents inspired by iconic Disney villains The Evil Queen and Maleficent, was introduced on August 26 and 27, 2025, for Bath & Body Works loyalty members, with a general release set for September 3, 2025. This marks the first simultaneous domestic and international launch for such a collaboration, expanding the company's global reach [2].

The new fragrance line includes a 39-product assortment, ranging from fine fragrance mist and body wash to candles and home accessories, priced between US$1.95 and US$79.95. The Evil Queen-inspired fragrance blends Dark Red Apple, Wicked Pear, and Vanilla Suede, while the Maleficent-inspired fragrance features Sinister Plum, Midnight Berries, and Mystical Woods [1].

Analysts attribute the stock's rise to strong consumer demand and overwhelming enthusiasm from fans of both brands, positioning the company at the forefront of cultural innovation. The successful launch of the Disney Villains Collection follows the resounding success of the Disney Princess Collection, indicating a promising trajectory for future Disney-inspired fragrance collaborations.

Investors should be aware of the company's upcoming dividend payment, scheduled for September 5, 2025, with a payout of US$0.20 per share. This dividend represents a trailing yield of 2.8% based on last year's total payments of US$0.80 [3].

In summary, Bath & Body Works' shares have seen a notable increase following the launch of its Disney Villains fragrance line, driven by strong consumer demand and positive market sentiment. The company's strategic partnership with Disney and its focus on culturally resonant products position it well for future growth.

References:
[1] https://disneyparksblog.com/products/disney-villains-halloween-collection-by-bath-and-body-works/
[2] https://www.stocktitan.net/news/BBWI/bath-body-works-debuts-new-disney-villains-inspired-fragrance-4uqtojkxp7ap.html
[3] https://finance.yahoo.com/news/bath-body-works-inc-nyse-123416112.html