Page 18 - March 2021

Rediscover

The Magic

aunched in 2000, the Rituals Cosmetics brand and realising our goals of launching in new markets. We haven’t
unveiled its first store on Amsterdam’s Kalverstraat changed; we have just adjusted our ambitions.”
before additional doors opened in such vibrant To honour its 20th anniversary last year, the brand unveiled
L global cities as London, Madrid, Antwerp, Paris, a holistic shopping and lifestyle concept by opening House of
Lisbon, Berlin, Stockholm and New York. Rituals. Opened in October last year, this store offers people the
Today, the company operates around 840 stores and more chance to find refuge from the frantic pace of everyday life and
than 2,700 shop-in-shops in very successful department stores discover a place where the body can relax, the mind feels calm
and five city spas in 33 countries worldwide. They have expanded and the soul can find satisfaction.
rapidly on airlines, cruise liners and ferries as well as in hotels. As the world’s largest Rituals flagship store, it offers a unique
Before the pandemic took hold, Rituals was fully equipped brand experience from the moment guests step in, with
to grow rapidly. However when the lockdown came into effect, immersive body and mind experiences on every level including
800 stores had to close and money was no longer coming in. many exclusive and unique collections.
“Our first step was to cancel or postpone initiatives such “Distributed over four different floors and 1,500sq m,
as opening a hundred shop-in-shops at department stores House of Rituals embodies the marriage of the ultimate retail
worldwide. The next step was to make plans for what to do experience with the unique new range of premium product
in the future, this re-energised the team and allowed us to still collections and lifestyle innovations, exclusive to the store and
invest in 40 stores and our House of Rituals concept,” explains online,” explains Cloosterman.
Raymond Cloosterman, Founder of Rituals Cosmetics. “This Looking to the future, the brand wants to be more successful
year we aim to go back to the momentum that we had in outside of Europe, particularly in Asia, but they also want to
terms of opening stores, moving forward with extra innovations build even more of a community around the brand. In addition,
18 RETAIL & LEISURE INTERNATIONAL MARCH 2021