Rituals is expanding its presence in Asia through a new Japanese distribution deal.
The Dutch beauty brand partnered with luxury distributor Bluebell Japan, which will oversee the business’ operations in the market.
Bluebell Japan said it will build the Rituals brand in Japan through its “established” retail network and knowledge of the beauty and fragrance sector.
The deal builds on the opening of Rituals’ debut Japanese store in the Aoyama district of Tokyo on 19 September.
The new 78sqm space offers Rituals’ Classic Collections, the luxurious Private Collection for home and the bespoke Amsterdam Collection.
“This expansion into Japan is a significant milestone for us, especially because Japan inspired me from the very beginning when I founded the brand,” said Raymond Cloosterman, Founder and CEO of Rituals
“This region boasts fast-growing, diverse and vibrant beauty and personal care industries.”
“Our collaboration with Rituals signifies a new chapter in bringing quality wellbeing products to Japanese consumers,” added Serge Grebert, Bluebell Japan President and CEO.
We are honoured to support their growth and expansion in this market.”
Asia has been a key part of Rituals’ global vision, according to Cloosterman.
The brand has established a presence in Hong Kong, Malaysia, Singapore and mainland China.
Cloosterman said that although the brand has “achieved substantial success” in Europe, East Asia, in particular China, presented a “compelling market opportunity”.
The Asia-Pacific region’s health and beauty industry was valued at US$187.8bn in 2022, according to analyst Global Data.
“It is attractive both to local consumers and international travellers, making them prime destinations,” added Cloosterman.