Rituals has partnered with Birmingham Airport to open a boutique in the hub’s north departure lounge.
The store highlights Rituals’ bath, body and home care products which include travel retail-exclusive gift sets. Complimentary hand and arm massages and organic Rituals tea are also offered.
The boutique centrepiece is a Sakura tree which underlines the brand’s mission to encourage consumers to slow down and to “turn everyday routines into more meaningful rituals”.
Birmingham Airport Commercial Director Richard Gill said: “We are delighted to welcome Rituals as a partner of Birmingham Airport. This new store, which is such a recognised brand, will ensure that customers can experience a calming shopping experience pre-flight with luxury wellness products at affordable prices.”
Rituals Director Travel Retail Neil Ebbutt added: “This latest opening at Birmingham Airport continues the fantastic momentum we’re experiencing in Europe travel retail this year and follows a string of store openings in the region. We look forward to delivering the full Rituals ‘Slow Down’ experience and hallmark personalised service to passengers at Birmingham Airport.”
