BBWI Rises 5.16% on 91.08% Volume Surge to 450th Rank as Disney Villains Collection Drives Rally

Bath & Body Works (BBWI) surged 5.16% on August 18, 2025, with a trading volume of $210 million, marking a 91.08% increase from the previous day and ranking 450th in market activity. The rally coincided with the announcement of a new product line expanding the company’s partnership with Disney.

The retailer launched The Disney Villains Collection, featuring fragrances inspired by iconic characters like Maleficent and the Evil Queen. This follows the success of the Disney Princess collaboration, leveraging strong consumer demand for immersive, storytelling-driven products. The collection, available globally starting September 3, includes a range of items from fine fragrances to decorative accessories, priced between $1.95 and $79.95. Loyalty members gained early access in mid-August, signaling a strategy to prioritize high-value customers.

The collaboration reflects a deepening relationship with Disney Consumer Products, with plans to integrate more iconic characters into future collections. Executives emphasized the partnership’s role in driving cultural relevance and global engagement, positioning Bath & Body Works at the intersection of fragrance and narrative-driven retail. CEO Daniel Heaf highlighted the brand’s agility in transforming consumer enthusiasm into scalable product launches, while Disney’s Liz Shortreed noted the potential for expanding sensory storytelling through fragrance.

The strategy of buying the top 500 stocks by daily trading volume and holding them for one day from 2022 to now delivered moderate returns. The total profit grew steadily over the period, with a few fluctuations due to market dynamics. As of the latest data, the strategy's total profit stands at $10,720.