On average, more than 40 boutiques will be remodelled per working day. Around 100 teams across Europe are involved in the implementation. Instead of gradually introducing the new concept, Rituals is renewing a significant portion of its European store network within a compact timeframe.
With this investment, the company strengthens its physical retail business. Online sales currently account for around 20 percent of total revenue, while the physical boutiques continue to play a central role in sales and customer consultation. According to Rituals, it currently opens on average a new boutique per working day globally.
As part of the modernisation, the store design, furnishing, and product presentation will be revised. Skincare, make-up, hair care, and perfumes will be brought together in a central area in the future. The display areas for other product categories will also be adjusted.
"Physical retail remains an essential part of our brand experience. What makes this transformation so special is the fact that we are raising this experience to a new level simultaneously in 1,500 boutiques. On average, we modernise more than 40 boutiques per working day - with around 100 teams across Europe. This is an extremely complex and demanding task," says Gregory Bruyer, Chief Commercial Officer of Rituals Cosmetics.
During the refurbishments, existing furniture and materials are to be reused as far as possible. New furniture elements are designed to be flexible for different assortments and store concepts in the future.
After completing the European modernisation, Rituals plans a comparable adaptation of its locations in Asia and the Middle East. This is scheduled to begin in the first quarter of 2027.
Press Contact:
PR/TICULAR GmbH
Magali Horn
magali.horn@pr-ticular.com
+41 44 260 86 86