Rituals launches one of Europe’s largest retail transformations

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In just 25 years, Rituals has grown from a small Amsterdam basement operation into a global wellbeing and beauty brand with around 1,500 stores across 33 countries.

When dontt.dk previously met CEO and founder Raymond Cloosterman at Rituals’ headquarters in Amsterdam, he shared how the ambition has always extended far beyond products, from investing in initiatives that support young people’s mental wellbeing to creating a positive impact on society.

Now, Rituals is taking another significant step in its evolution, investing €40 million in a major renewal of its European store network.

“It is an investment in the customer experience and in the important role our physical stores play in people’s daily lives”

Joakim Klingsell, Managing Director, Rituals Nordics

In short, Rituals is embarking on one of Europe’s largest retail transformations, backed by a €40 million investment. Starting in August, 1,500 stores across 30 countries will receive a new look in just 30 working days – a project that would typically take several years to complete.

The renewal coincides with the launch of a range of new collections, requiring a brighter, more spacious and elevated retail environment. At the same time, the investment underlines Rituals’ continued belief in physical stores as a central part of the brand strategy, at a time when many retailers are shifting more of their focus towards digital.

Gregory Bruyer, CCO & Global COO at Rituals, says:

“The physical stores remain essential in bringing our brand universe to life. What makes this initiative unique is that we are enhancing the experience across 1,500 stores simultaneously. On average, we are renewing more than 40 stores every working day with the support of around 100 teams across Europe. It is an incredibly complex and demanding project.”

Joakim Klingsell, Managing Director of Rituals Nordics, adds:

“We know our stores mean a great deal to our customers across the Nordics. People still want to experience our products in person, receive personal guidance and feel the sense of calm and atmosphere that are such important parts of Rituals. That is why this renewal is about more than a visual upgrade. It is an investment in the customer experience and in the role our physical stores play in people’s everyday lives.”

“We are not building a retail company, we are building a brand”

The next chapter of the Rituals store experience

The stores will take on a brighter and more elevated expression, with an increased focus on the customer experience and product presentation. At the heart of the new concept is Beauty World, where skincare, makeup, haircare and fragrances come together in one central area, giving these categories more space. Collections including Private Home Collection, Homme, Hair Care and Luxury Travel Collection will also receive a more prominent position across the stores.

The investment is a clear statement of Rituals’ continued belief in physical retail. The stores are not only places to purchase products, but spaces where customers can experience the brand through personal guidance, hand massages and a cup of tea, supported by digital services including Click & Collect, Endless Aisle and Ship from Store.

Globally, Rituals continues to open a new store every working day, with a particular focus on Asia, while its digital business now accounts for 20 per cent of revenue. The European store renewal will take place throughout August and September, followed by Asia and the Middle East in the first quarter of 2027.

Raymond Cloosterman, CEO & founder of Rituals, says:

“It has always been my dream to create an international wellbeing brand: an innovative concept within the premium beauty industry, which was the first to combine high-quality products, accessibility and the ambition to make a positive difference. We are not building a retail company, we are building a brand. Our stores have played a crucial role from day one: this is where our vision of luxury comes to life.”

The store renewal follows the principle of “remove, refresh, reuse”, with existing fixtures being reused and new elements designed for flexible use across the stores.

Exclusive interview: Raymond Cloosterman built a global billion-euro business, but it was never about the product

A few months ago, we met with Raymond Cloosterman in Amsterdam for an in-depth conversation about the journey from a small basement operation to a global beauty and wellbeing brand.

He shared the vision behind Rituals, the importance of physical stores and the ambition to create a positive impact beyond products.

Read our full interview with Raymond Cloosterman here.

Raymond Cloosterman, CEO & Founder, Rituals