Mid-market lifestyle brand Rituals continues to make good progress in the travel retail channel, via both shop-in-shop and stand-alone airport formats, in addition to its presence onboard several cruise and ferry operators.
 |
 |
The Rituals stand-alone stores at London Stansted (top) and Amsterdam Schiphol (above) |
Director Wholesale Neil Ebbutt described the company’s debut appearance at this year’s Tax Free World Exhibition as very positive. “Our “˜maiden’ voyage’ in Cannes was fabulous,” he told The Moodie Report. “There [was] a great energy at the show, and it’s such an efficient way to see everything and everyone in the business.”
He added: “In terms of objectives, we went to the show with an open mind. Obviously we saw our current partners but it was also an excellent opportunity to showcase what we do to new people too.”
Among the Cannes highlights were Rituals’ new merchandising units: the Travel Gondola and Travel Tower. In addition, the brand presented its new Samurai men’s collection, which features skincare, shaving and bodycare products, in addition to special travel sets.
 |  |
The extensive Rituals product portfolio includes skincare, bodycare and a home collection | |
Rituals has worked hard to create an appealing and relevant travel retail exclusive collection. “We make sure our exclusive sets feature the fast-moving skus,” noted Ebbutt. “They are ideal for travellers who are looking to make a quick, easy purchase, and are a great revenue driver.”
Ebbutt believes Rituals has much to offer travel retailers. “We are an interactive brand, and offer consumers a journey of the senses,” he explained. “And thanks to our prestige value positioning, we are accessible and affordable – qualities that appeal to an increasing number of travellers.”
Ebbutt is keen to capitalise on different opportunities within the channel, underlining that Rituals is flexible and versatile. For example, the brand is featured within TAM Airlines’ amenity kits.
“The stand-alone strategy is important, where the business will support it,” Ebbutt commented. “But we want to build a global footprint with duty free operators. For us the travel business includes the hotel and airline amenity sector, in addition to ground shops, airlines and cruise retailing. We see potential virtually everywhere.”
 |  |
The popular Hammam and Sakura collections | |
Rituals’ dedicated travel retail division was established in 2012; the brand is now present in around 50 airport locations, including London Heathrow, Amsterdam Schiphol, Frankfurt and Copenhagen Airports. Its latest stand-alone shop was formally unveiled in London Stansted Airport earlier this autumn.
Domestically, Rituals’ retail network incorporates around 380 stores, most of which are located in Europe. The brand also operators a number of City Spas, which offer a range of treatments for both men and women. In addition, Rituals offers a Travel Spa experience, in the form of hand and foot treatments, at Amsterdam Schiphol Airport Terminal 1.
