Rituals is undertaking its largest retail transformation plan in Europe to date, aiming to refurbish 1,500 boutiques across 30 countries in just 30 working days.
The Dutch beauty brand’s European retail transformation starts on 3 August and is projected to be completed on 25 September, with an investment of €40m.
The refit underlines the company’s ongoing commitment to investing in physical retail at a time when many companies are shifting their focus further online.
“Physical retail remains essential to bringing our brand experience to life,” said Gregory Bruyer, CCO of Rituals.
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“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.”
Rituals’ 1,500 European boutiques will be upgraded to deliver a “premium experience” focused on beauty and fragrance, and with extra attention to product presentation and discovery.
At the heart of this renewed concept is ‘Beauty World’, where Rituals skin care, make-up, hair care and fragrance offerings will come together in one central space.
This is “an incredibly complex and challenging operation," said Gregory Bruyer, CCO of Rituals
Other collections will also receive a more prominent place via this refresh, including the Private Home Collection, men’s collection ‘Homme’, and the brand’s recently introduced hair care line.
Rituals Luxury Travel Collection will also be added to the majority of boutiques.
Existing furniture and materials in-store will be reused in line with Rituals B Corp certification.
This “transformation” also coincides with the introduction of new Rituals collections, which require “a spacious, more premium presentation”, read a company statement.
This will include furniture that reflects the renewed look and feel of the entire boutique and assortment.
Rituals boutiques comprise product demonstration experiences alongside relaxation services, including hand massages, as well as digital services, including click and collect and aisle and ship from store.
Rituals plans to undertake a similar refit project in its Asia and Middle East boutiques in the first quarter of 2027, once the brand’s new collections are introduced into these regions.
“It has always been my dream to build an international wellbeing brand: an innovative concept within the luxury beauty industry that was the first to combine high-quality products, accessibility and making a positive impact,” said Raymond Cloosterman, CEO & founder of Rituals.
“We are not building a retail company, but a brand.
“Our boutiques have played an essential role in this from day one: this is where our vision of luxury comes to life.”
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