Dutch cosmetics and homewares retailer Rituals is to expand into the UK with an initial five-store push.
The first batch of shops is a precursor to an ambitious 30-a-year roll-out plan.
Rituals is owned by Dutch entrepreneur Raymond Cloosterman. It already has a strong international presence, with shops and department store concessions in countries including Holland, Germany and Belgium.
The retailer claims to be the first to 'combine home and body cosmetics', with a product offer grouped around domestic routines such as washing up, cleaning your teeth and drinking tea.
The 175-strong Rituals branded offer ranges from skincare products to teas, toothpaste and dishwasher tablets.
Martin Bloom, managing director of consultancy Insight Retail, is co-ordinating the project. A partner is being sought to take the franchise-based expansion model forward.
'We plan to open five stores before Christmas and are actively seeking sites in prime locations,' said Bloom. 'We are looking at high street and cathedral city locations that fit the AB customer profile. We are piloting the first five stores to find a partner to launch the whole programme.'
Bloom said Rituals is a 'total wellness concept', pitched in quality and price between Body Shop and Molton Brown.