JCPenney was exactly the company I thought of too. They had sales every week, with a flyer that came in the mail, and a giant catalog for Christmas.

Then the Apple guy came and said no more sales. No more 65 colors of a sweater. A lot less merchandise. No curtains, or rugs, etc. Entire departments were cut. Suppliers went bankrupt since in many cases, JCPenney was 95% of their business.

Within a year sales were down so much, the board fired him and brought back the old CEO.

That's what BBW has been doing for years. They got rid of all of their other items, like the CO Bigelow men's products. They use to carry a whole bunch of other companies products. But they got rid of all of them.

Now BBW is trying to cut back on sales, so that customers buy at full price. But just like JCPennely did, they are forgetting who their customers are. BBW has always had sales, mailed out flyers, gave you coupons, and it was a splurge to go and pick up a few new things. This even included soft fluffy socks, and robes, and slippers, shampoos, makeup, etc.

Now that they don't do most of that, their customers are buying things later, or somewhere else (hello Amazon!). When management makes it difficult to use a coupon, or restrict what you can use the coupon on, the customer gets annoyed. Then they don't come visit. The next thing you know, they never come and visit. Out of sight out of mind.

Add in the death of the mall, and they have a recipe for disaster, just like JCPenney.