Humble beginningsThe origin story of Rituals
Let us take you on our journey that started over 25 years ago in an Amsterdam basement. It began with nothing more than a group of friends united by a simple mission: to transform daily routines into meaningful moments, by paying attention to the small pleasures in life.
How it all began
At the age of 36, our CEO Raymond made the bold decision to leave behind a successful career and pursue a dream inspired by his travels in Asia. There, he had discovered a different pace of life - one rich with traditions and spiritual wisdom. He noticed that simple acts, like washing your hands, could become a moment to slow down. This became the foundation of Rituals. In 2000, the very first shop opened on one of Amsterdam's most prominent shopping streets, the Kalverstraat.
Hello Europe
After establishing more shops in the Netherlands, our journey took an international turn with the opening of new locations in Belgium in 2005. This marked the beginning of our expansion into Spain, Portugal, the UK, and Germany. We also ventured into travel retail, making our global debut. In 2009, we took another exciting step by opening the first Rituals Body Spa in the Netherlands, allowing customers to immerse themselves in a world of ultimate relaxation.
500 Shops, 800 products
Our journey certainly presented its share of challenges, but at a certain point, we gained momentum. In 2015, we celebrated a significant milestone with the opening of our first shop in Paris. By then, Rituals had grown into a global brand boasting 500 shops in over 20 countries, offering 800 different products, and 1000+ shop-in-shops and wholesale locations.
New horizons in the Middle East
Rituals quickly became one of the fastest-growing accessible luxury brands in Europe, something we're incredibly proud of. Our expansion even reached the Middle East with the opening our first shop in Dubai's Mall of the Emirates.
Twenty years of Rituals
Marking 20 years since our first shop, we celebrated with the launch of House of Rituals; our first flagship store, spanning 1700 square meters across four floors with new and exclusive collections, a restaurant and a Mind & Body Spa.
A thousand Rituals shops
We branched out into Poland and Finland and hit a milestone with the opening of our 1,000th shop in Milan, Italy. As CEO Raymond put it, “It took us four years to open a second shop, and now we're launching four new ones every week. This is the cherry on top." In 2021, we also launched ‘The Art of Soulful Living’, a practical guide for a balanced life.
Expanding in Asia
We extended our mission of helping people discover happiness in the smallest of things, taking it all the way to Asia. Opening three new shops in Hainan, we also introduced our gifting and home products right in time for Lunar New Year, an important celebration in the region.
10,000 employees and B Corp™
Today, Rituals has grown into a global company with over 10,000 employees in 33 countries. We've set up shops in bustling cities like London, Paris and Hong Kong. We have over 1,100 shops, 3,300 shop-in-shops, and five Body Spas. These have become havens for slow shopping, where people from all walks of life come to unwind. Next to this, we’re proud to be B Corp™ - meaning we are a company that uses business as a force for good.
The journey ahead
As we look to the future, we're excited about expanding Rituals globally, connecting with new customers and team members alike. We’re dedicated to enriching our employees' lives, through challenging development programs and new business plans, working on innovative products, a wider omni-channel approach, and stepping into new markets. This journey is far from over. Our goal? To become an iconic wellbeing brand and cherished employer worldwide.
"What makes me most proud is the great company and the culture we’ve created. In the end, it’s all about people."