Bath & Body Works appoints Daniel Heaf as new CEO amid leadership changes
- Daniel Heaf has taken over as Bath & Body Works CEO, replacing Gina Boswell.
- Heaf was previously the chief strategy officer at Nike before his role was eliminated.
- The company aims for growth with a focus on younger demographics and international expansion.
In the United States, Bath & Body Works appointed Daniel Heaf as its new CEO effective immediately on May 19, 2025. Heaf, who previously served as Nike's chief strategy and transformation officer, replaces Gina Boswell, who stepped down from the position after holding the role since December 2022. Boswell's departure followed a leave of absence for surgery. The retailer, known for its personal care products, is seeking ways to resonate with younger audiences and expand its international presence under Heaf's leadership. Heaf's background includes significant roles in global consumer and retail markets, including leading Nike Direct and Burberry's digital transformation. Bath & Body Works has recently highlighted its financial performance, revealing a preliminary revenue growth of 3% year-over-year in its first quarter results to $1.42 billion, exceeding the company’s expectations. The new CEO anticipates leveraging his experience to drive growth and tap into the brand's untapped potential, emphasizing innovation and customer engagement. Heaf’s unanimous selection by the board signifies the company's intention to navigate its next growth phase thoughtfully, building on Boswell's earlier stabilization of the business.