Rituals to refresh 1,500 boutiques in 30 working days
Rituals is to invest €40 million in refreshing 1,500 boutiques across 30 countries in just 30 working days from next month.
Rather than taking a phased approach over several years, the luxury beauty and wellbeing brand has committed to completing the transformation in the short period in August and September.
Subscribe to TRBGregory Bruyer, CCO at Rituals, said: “Physical retail remains essential to bringing our brand experience to life.
“What makes this operation special is that we are strengthening that experience across 1,500 boutiques at the same time.
“On average, we are renewing more than 40 boutiques per working day, with around 100 teams across Europe. An incredibly complex and challenging operation.”
The move coincides with the introduction of new Rituals collections, which the brand said require a more spacious and premium presentation.
At the heart of the renewed concept is the ‘Beauty World’, where skincare, make-up, hair care and fragrance will be brought together in one central space.
Other collections to be given a more prominent place include the Private Home Collection, the men’s collection ‘Homme’ and the recently introduced Hair Care line. In addition, the Luxury Travel Collection will be made available in the majority of stores.
Rituals said physical retail forms an important foundation for further growth. The refits in August and September will focus on Europe and will be followed by a similar initiative in Asia and the Middle East in the first quarter of 2027, once the new collections are introduced there.
Raymond Cloosterman, chief executive and founder of Rituals, said: “It has always been my dream to build an international wellbeing brand: an innovative concept within the luxury beauty industry that was the first to combine high-quality products, accessibility and making a positive impact.
“We are not building a retail company, but a brand. Our boutiques have played an essential role in this from day one: this is where our vision of luxury comes to life.”
