
Rituals is set to double down on its growth plans after topping €2bn (£1.77bn) in sales for the first time in its 25-year history.
The Amsterdam-based beauty and wellness brand reported a 21% increase in sales for the 2024 financial year, reaching €2.1bn (£1.77bn), up 23.5% from €1.7bn (£1.4bn) in 2023.
The growth is largely driven by strong sales in Europe and a growing presence in Asia.
As part of its expansion strategy, Rituals plans to open 240 new stores globally in 2025, including significant growth in the UK and Ireland. Sales in these markets rose by 39% to €172m (£148.6m) in 2024.
The retailer currently operates 90 stores across the UK and Ireland and is set to open 37 additional locations this year, with new stores slated for Bournemouth and Windsor next month. A new location at Gatwick Airport was also recently added to its expanding retail network.
Known for its luxury bath, home, and body products, Rituals continues to invest heavily in physical retail, having opened 241 new stores globally in 2024, including 34 in the UK and Ireland. The brand is also growing its digital and wholesale operations, with a focus on travel retail.
Rituals’ international footprint has expanded rapidly since entering Asia in 2022, with new stores in Hong Kong and Japan contributing to 46 locations across the continent in 2024.
Alongside its retail expansion, the retailer has launched a “profit pledge,” committing 10% of its net profits to charitable causes.
These include supporting Tiny Miracles, an organization that provides healthcare and education in Mumbai, and Sacred Forests, which works to protect Colombia’s rainforests in collaboration with indigenous communities.
Founded in 2000 by Raymond Cloosterman in Amsterdam, Rituals has grown into a global brand, with over 1,300 stores in 42 countries and 4,176 points of sale in other retailers worldwide.
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