ITALY. Wellbeing house Rituals has opened a standalone boutique in Milan, Italy. Located in a popular shopping street in Corso Buenos Aires, the opening marks its 1000th standalone store globally.
The opening was attended by CEO Raymond Cloosterman, who said: “Twenty-two years ago, Rituals opened its very first store in Amsterdam and since then continued its growth and success. Where it took the brand four years to get from opening one store to a second store, it is now opening four new stores every week somewhere in the world. With the opening of our 1000th store of course being the cherry on the cake.
“The unique spirit of our brand is ingrained in our stores because it is the epicentre of our company. This is the place where people can truly experience our brand and enjoy luxury in all its senses. Moreover, we introduce about 200 new products every year and a unique store experience is crucial as we have learned that this helps create a connection with our customers. People fall in love with our philosophy, award-winning fragrances, and products because of our most valuable marketing asset — our stores.”
The boutique underlines Rituals’ commitment to delivering a holistic wellbeing experience both online and offline. “We are going against the trend and where others are closing their stores, we are opening new stores every week across the globe. The symbiosis between online and offline is what makes us so strong.”
Rituals’ network expansion also extends to travel retail. The brand has partnered with Dufry to open five stores in airports in Madrid, Barcelona, Alicante and two new doors in Palma. Rituals is opening a sixth standalone store in Venice Airport in November.
Rituals Global Travel Retail Director Melvin Broekaart added, “Rituals’ commitment to expanding the wellbeing offering for travellers means partnering with forward-thinking retailers to unlock the most strategic locations to reach them. With travel retail being the first introduction of the Rituals brand to many consumers worldwide, it is essential that we keep growing and investing in this channel to build both brand awareness and the opportunity-rich wellbeing category.
“Across the globe, we are providing more and more opportunities for consumers to take a moment to prioritise their wellbeing – wherever they may be.”
Rituals expansion is driven by its ‘Clean, Conscious & Caring’ sustainability roadmap. As reported, the B Corp certified company recently announced its renewed committment to achieving Net Zero and reducing its environmental footprint.
Note: The Moodie Davitt Report has launched an e-newsletter, Wellbeing Curated, in association with Rituals. It offers a curated selection of stories focused on the key wellbeing category in travel retail and beyond.
To subscribe free of charge please email Kristyn@MoodieDavittReport.com headed ‘Curated Wellbeing’. All stories are permanently archived on this website. If you would like to be added to its mailing list (or to those for any other Moodie Davitt titles), please click here.
