Rituals plans to open another 15 stores across the UK and Ireland stores before the end of the year as it opens its 100th UK store, Retail Week can reveal.
The luxury beauty group said it wants to have a total of 131 stores in the UK and Ireland by the end of 2025, with plans to expand its footfall in Ireland from 16 to 18 stores, and to add a further 13 stores in the UK.
The news comes as the brand hits its previous stores goal of operating 100 stores in the UK and Ireland on August 27, with the opening of its newest store in St Albans. The 100th store offers customers personalised wellbeing advice from staff, in-store experiences, integration with omnichannel, and access to the “My Rituals” loyalty programme.
The first 50 customers will receive exclusive goody bags, and those spending £45 or more will receive a complimentary mini reed diffuser and its foaming shower gels at a discounted price of £8.50.
Speaking to Retail Week, Rituals managing director of UK and Ireland Annemarie Forsyth said that the UK is a “dynamic and inspiring market” for the brand and that growth is about “deepening the connection with customers”.
“That means expanding into new regions, enhancing our presence in existing ones, and continuing to evolve how we show up across retail, digital, wholesale, and travel retail.
“We’re opening new stores and relocating others to better serve local communities, always guided by data and local insight.”
Forsyth added that since she took on the role of managing director nearly two years ago, a key focus has been on accelerating its store expansion in a “strategic and customer-centric” way and credited the entire team for recent success.
Rituals has also created over 1,000 roles across the UK including retail, logistics, training and leadership.
The retailer isn’t stopping with store expansion. It will be opening its flagship Mind Oasis on Oxford Street later this year.
“We’re entering a bold new chapter for Rituals in the UK and Ireland. The opening of our Mind Oasis on Oxford Street is a major milestone – it’s more than a store; it’s a sanctuary for wellbeing right in the heart of London.
“Looking ahead, we’ll continue to innovate across categories, with particular momentum in our men’s range and sustainability initiatives.
Forsyth said that the golden quarter is also “shaping up to be one of our most exciting yet” with a new winter limited edition product and expansion of its gift assortment.
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