Rituals expands its retail footprint into the UK market

By Simon Pitman

- Last updated on GMT

Rituals expands its retail footprint into the UK market

Related tags Personal care Cosmetics Brand

Rituals has made a bold move into the UK market with the mooted opening of a flagship concept in the upmarket retail area of High Street Kensington, in West London.

Company executives have signed a ten-year lease on a  1,500 square foot stores that is located in a prime retail spot next to Kensington underground station and in proximity to a number of other major retailers.

The UK and London have long been viewed as one of the most forward-thinking and progressive cosmetic and personal care markets in Europe, if not the world.

Flagship store and branding platform

The fact that Rituals has chosen to invest in a flagship store in the heart of one of the capital city’s most upscale and vibrant retail areas underlines both the company’s commitment to the UK market as well as a belief that a traditional bricks and mortar outlet will serve as a strong branding opportunity.

Netherlands-based Rituals is a brand that has evolved into the luxury body cosmetics space, becoming a ubiquitous brand worldwide since it was launched in 2016.

Founded by Raymond Cloosterman, it was one of the first cosmetic and personal care brands to focus beyond just enriching the body, but also tapping into wellbeing, which is now one a major industry trend.

It also produces a line of scented home products, which include fragrance stick and candles, together with towels, hand wash products and hand lotions.

Stores, e-commerce, planes and hotels

Currently the company has some 400 stores located worldwide, while simultaneously growing an e-commerce platform that is continuing to represent an increasingly large portion of the company’s annual revenues.

But the company has also gone beyond regular retail channels and become very well placed in the air travel and hotel sectors, helping to give the brand an even bigger presence.

Currently the company estimates that Rituals body care and personal care sample products are available on a daily basis in 25,000 hotel rooms worldwide.

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