Rituals has reported a record year for sales in 2024 driven by product innovations and new store openings.
Turnover grew from €1.7bn to €2.1bn – up 21% on the previous year – with sales rising across all channels and countries.
The Amsterdam-based luxury wellness brand said growth came from organic sales driven by new product innovations, such as its luxury men’s line and limited edition ranges like the Alchemy Collection.
Rituals opened 174 stores last year and now has more than 1,300 locations globally.
Turnover at bricks-and-mortar stores was up 24% overall and 11% excluding new openings, hitting €1.5m.
Ecommerce sales were up 17% to €308m and contributed to 15% of total turnover, while wholesale grew 8% to €204m.
The brand’s travel retail sales, which includes airport duty-free locations and hotels, grew 10% to €59m.
In its outlook for 2025, Rituals said it is targeting turnover of more than €2.4bn and further growth in Europe and Asia, including greater China and South-East Asia.
Store opening plans will continue at the same rate, with a focus on France, Germany, Italy, the UK and Poland.
The B-Corp certified company will continue its commitment to Profit Pledge Partners, an initiative announced in 2024 that will see the business give 10% of net profits to initiatives that support the wellbeing of people and the planet.
This pledge will see €26m invested in 2025 and €300m to €400m over the next ten years.
New partners funded through the initiative will include War Child, Blue Marine Foundation and National Geographic Pristine Seas, in addition to existing ties with Super Chill, Tiny Miracles and Sacred Forests.