Rituals Cosmetics will start one of Europe’s largest retail transformations in August, renewing 1,500 boutiques across 30 countries with an investment of €40M.
Unique to this operation is the combination of scale and speed: instead of renewing the boutique concept in phases over several years, Rituals will elevate 1,500 boutiques in just 30 working days. The transformation coincides with the introduction of many new collections, which require a spacious, more premium presentation with furniture that reflects the renewed look and feel of the entire boutique and assortment.
This transformation underlines Rituals’ choice to continue investing in physical retail, at a time when many retailers are closing shops or shifting their focus further online. “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,” says Gregory Bruyer, CCO.
The boutiques will receive a lighter, more premium look and feel, with extra attention to customer experience, product presentation and discovery. At the heart of the renewed concept is the ‘Beauty World’, where skincare, make-up, hair care and fragrance come together in one central space. This also gives the growth of beauty and fragrance within Rituals more physical space. Other collections will also receive a more prominent place in the boutique, including the Private Home Collection, the men’s collection ‘Homme’ and the recently introduced Hair Care line. In addition, the Luxury Travel Collection will be added to the majority of boutiques.
