Rituals to revamp over 1,000 European stores across one month

It will revamp 1,500 stores across 30 countries starting in August, with the goal of elevating these boutiques in just 30 working days.

The investment of €40m (£31.1m) includes a more premium look and feel, with more emphasis on the customer experience, product presentation and discovery.

It also coincides with the launch of new collections that require a more spacious, premium display and forms part of Rituals’ choice to continue investing in physical retail.

A new space called ‘Beauty World’ will form part of the renewed concept, allowing skincare, hair care, make-up and fragrance to be together in one location. 

The Private Home collection, men’s collection and the recently introduced Hair Care line will also have a more prominent place in-store.

Rituals founder and chief executive officer Raymond Cloosterman said: “It has always been my dream to build an international wellbeing brand: an innovative concept within the luxury beauty industry that was the first to combine high-quality products, accessibility and making a positive impact.

“We are not building a retail company, but a brand. Our boutiques have played an essential role in this from day one: this is where our vision of luxury comes to life.”

Rituals chief operating officer Gregory Bruyer added: “Physical retail remains essential to bringing our brand experience to life. What makes this operation special is that we are strengthening that experience across 1,500 boutiques at the same time. 

“On average, we are renewing more than 40 boutiques per working day, with around 100 teams across Europe. An incredibly complex and challenging operation.”