Conversation with… Daniel Cook, head of retail UK & Ireland at Rituals
Here we speak with Daniel Cook, Rituals’ head of retail UK & Ireland, about his remarkable career to date, the brand’s unique culture, and how it is redefining modern luxury through meaningful customer experiences and sustainable growth.
You’ve worked with some incredible retail brands throughout your career. But how did it all start?
My love for shopkeeping started at a small independent retailer near where I lived in Essex. I only took the job because I loved the clothes and wanted the discount! At the time, I was collecting trolleys at Sainsbury’s car park, and thought, “there has to be something more engaging than this”.
What did you love about that first job?
Everything. I kitted myself out in all their clothes, but more than that, I loved the rhythm of the store – talking to customers, unboxing deliveries, that organic day-to-day of shopkeeping. I didn’t plan to make a career of it. I thought I’d do it for six months before going off travelling. But then I decided to try my luck in London. And back then, if you wanted to work in luxury, Bond Street was the place to be.
So, at 18, I printed out my CV and handed a copy to every store on Bond Street. No emails – just walking in. The only call back I got was from Armani. I landed the job, and before I knew it, I was wearing an Armani suit and working on the shop floor.
And from there you rose up the ladder?
Yes, I had the chance to work across Emporio and later Armani Exchange when it launched in the UK. I held a variety of roles in stores around the UK. What I loved most was how real the experience was – no overcomplicated processes or manuals. It was all about taking care of your customers, your team, and your stock. The rest fell into place. I was also lucky to be surrounded by brilliant mentors – people I still speak to today.
It sounds like you really found your passion in that environment
I did. Especially in luxury retail, where it’s not just about service. It’s about creating moments. That feeling when you know you’ve made a lasting impression on someone. It’s powerful. And from that point on, I knew I only wanted to work with brands that had impact.
And then you moved to Victoria’s Secret
I joined Victoria’s Secret in late 2011 and was lucky enough to spend three months in New York as we prepared to launch in the UK. We came back just in time for the Olympics and opened the first two stores in Stratford and Bond Street. The buzz was unreal. I spent 13 years there – it’s a brand I’ll always hold close.
What did you take away from your time there?
The biggest thing was the power of culture. Victoria’s Secret was and still is a values-led company. Those values weren’t just slogans. They were embedded into everything: decisions, policies, how people were treated.
And then Covid hit. How was that time for you?
Like for everyone, it was a huge disruption. I remember booking a holiday for three months into the pandemic thinking it would all be over – how wrong I was! Eventually, Victoria’s Secret UK formed a joint venture with Next, which brought a whole new level of operational excellence to the brand locally. Next’s platform and supply chain strengths were a great match.
Did you play a part in that transition?
Yes. I had moved into a regional management role, focused on driving sustainable growth and opening new stores. It’s rewarding now to see how the new stores I worked on in places like Aberdeen and Derby have developed, even though I’ve since moved on.
What prompted your move to Rituals?
I wasn’t looking to leave, but when I saw the opportunity at Rituals, it made me pause to think.
I’d worked with Annemarie Forsyth (now managing director, Rituals UK & Ireland) during my time at Victoria’s Secret and was already a huge fan of Rituals as a customer and as a retailer. I love how seamlessly the brand replicates its stores globally. You can walk into a Rituals store in France, the UK, Germany or Sweden for example, and everything is perfectly aligned, even down to where the shower foam sits on the shelf. It’s impressive.
But more than that, Rituals is a wellbeing brand that genuinely does good for people and for the planet. It’s not just marketing. We are B Corp certified, our sustainability efforts are real as the company has guaranteed to use 10% of net profit to support causes that improve the wellbeing of both people and planet via its profit pledge, and there’s a strong sense of purpose throughout the business too, led by Raymond Cloosterman (CEO and Founder) and the entire team. Knowing that made it a bit of a no-brainer for me to join.
What do you enjoy most about your role? And what’s a typical day like for you?
I love the fact that no two days are the same. My partner always jokes that I “just run shops,” but there’s so much more to it than that. I see my role as creating a positive impact on both our customers and our teams. I’m here to make our teams’ lives easier, so they, in turn, can make our customers’ lives better.
A typical day involves strategising to deliver the best in-store experience by listening to customer feedback, working with store teams, and maintaining excitement and engagement.
We’re in a major growth phase right now in the UK. We opened a store yesterday and have 37 openings in total within the UK and Ireland planned for this year. That kind of momentum brings incredible energy. Who wouldn’t want to be part of a brand growing like this that’s making a positive impact at the same time?
But honestly, I’m happiest when I’m in stores, alongside our teams and our customers, whether I’m cutting ribbons, sharing our brand story, or just seeing first-hand the passion people have for our brand.
Rituals is renowned for creating a truly immersive customer experience. How do you manage to stay so close to the customer, especially with so much growth happening?
It’s part of our DNA. Raymond Cloosterman has often spoken about how when we opened our very first Rituals store 25 years ago, no-one came in. So, when someone did eventually walk through the door, they were treated like gold.
We still carry that mentality today. Every customer deserves the best experience. That sense of responsibility runs through the entire company, from the head office to the shop floor.
We have an incredible innovation team constantly evolving our product line. Our limited editions, for example, keep Rituals fresh and exciting, for loyal customers and newcomers alike.
And on a very practical level, our field and area management teams spend around four days a week in stores. We don’t lead from behind a desk. The answers are in the stores, and the best people to tell us what’s working are the ones on the shop floor, speaking to customers every day.
Stores are obviously central to Rituals’ success. What’s the balance like between shops and online?
Globally, a big percentage of our sales still come through our stores, and that’s very intentional.
Of course, we continue to grow our digital business, but we believe that bricks create clicks. Physical stores drive awareness, build loyalty, and complete the whole customer journey.
What’s next for Rituals?
There are lots of exciting things ahead! Alongside the new store openings, there are some incredible innovations coming this year, particularly around product and the overall brand experience. I can’t share too much just yet, but what I can say is that Rituals is committed to staying true to who we are, while continuing to innovate and evolve.
We’re redefining luxury, not just creating beautiful products, but doing it with sustainability and soul. That’s a rare combination in retail, and it’s why people love working for Rituals as much as they love shopping with us.
Does anything keep you awake at night?
Actually, I really try to live with an element of balance. I think it’s important to switch off and understand that we can’t take ourselves too seriously and have to keep everything in perspective.
However, I do feel a deep sense of responsibility about our culture. This year, for example, we’ve got 37 stores to open across the UK and Ireland. That means new store managers, more area managers, and a different structure. So, for me, it’s critical that we continue to hire the right people – people who not only have the retail skills but can also really immerse themselves into our brand and culture.
What makes Rituals’ culture different?
One thing I love about Rituals is that there’s no ego. It just doesn’t exist in the business. We’re one team. Everyone is listened to, valued, and challenged. If you’re coming here to be the “I did this” kind of person – it won’t fit. It’s a collaborative culture, and that’s something we protect fiercely.
What role does sustainability play in Rituals success?
It plays a huge role. When I joined, I spent my first two months working in stores – speaking with teams and customers. And I heard over and over again that people chose to work here because we’re a B Corp. That means something.
Even the little things stand out. In my first week, I asked to print something, and a store supervisor said, “We try not to – we’re B Corp, aren’t we?” That mindset runs deep. It’s not a checklist – it’s embedded in the way we do business.
Profit pledge is another example, it means that we’re all working for a brand that’s using 10% of net profit to rethink the way we do business, to better the balance for people and planet. It’s inspiring and meaningful, and helps to support many worthy causes, from War Child and Tiny Miracles, to Super Chill and the Blue Marine Foundation.
We have one final question – if you could give one piece of advice to an aspiring retail leader, what would it be?
Lead with empathy. Stay close to your teams and your customers. Your teams are your biggest asset, and your customers are your reality check.
The best leaders I’ve worked with – and the way I try to lead – stay connected to the shop floor. That’s where the magic is. Celebrate your teams’ wins. Support their growth. Listen – truly listen – and you’ll build trust. And trust is the biggest accelerator for performance and customer happiness.
