Home and body cosmetics specialist Rituals will open an office and warehouse in Hong Kong on 1 June.
The facility will support the company’s growth plans in Asia, where it aims to build its presence over the next five years.
According to Rituals, the Hong Kong facility will help the brand build a solid network across all channels – including travel retail, domestic and e-commerce – through key markets in the region. Its travel retail team will also focus on strengthening the brand’s presence in leading hotels and airlines through appointed distributors.
Rituals Business Development Manager Travel Retail Marjet de Vlieger will assume the role of Head of Travel Retail APAC from 1 July and will move to Hong Kong in January 2020. De Vlieger has worked in Rituals’ Travel Retail division since it was created over seven years ago.
The first Rituals standalone store in Asia is scheduled to open in Hong Kong this year, along with ten new Asia travel retail locations, including the brand’s first venture in South Korea.
To further support its expansion plans, Rituals has also developed a bespoke brand strategy and communications campaign to reach the key Chinese consumer demographic.
Rituals Director Travel Retail Neil Ebbutt said: “Opening the Hong Kong office and warehouse facility is a major investment and step forward as we look to convert the Asia opportunity.
“For Rituals, travel retail is leading the way in building the brand’s presence in Asia, which not only shows the power of the channel but also allows airports and retailers to better differentiate themselves by being the gateway into the Rituals world.
“Our vision is to build a truly global lifestyle brand and we’re ready to capitalise on this travel retail-first approach,” Ebbutt added.
