Rituals Cosmetics looks beyond London for new boutique

By

Barbara Santamaria

Published
Nov 1, 2017

Luxury bath, body and home brand Rituals Cosmetics is expanding its UK footprint beyond London with the opening of a premium boutique at Grand Central in Birmingham.

Opening late November, the brand will join other high-end and premium brands at the shopping centre such as Hobbs, Jo Malone and MAC.

The new 1,620 sq ft Rituals boutique will feature the brand’s extensive collection of bath, body and home care products, as well as precious mineral make-up, pure tea, and yoga and 'soul wear', inspired by the ancient traditions of Asian cultures fused with modern technology.

The store will also tap into the experiential retail trend with a free mini ‘Slow Down’ meditation service in-store and a lifestyle area for customers to sit, relax and enjoy a complementary Rituals Cosmetics hand and arm massage and pure tea.

Penny Grivea, Managing Director of Rituals Cosmetics for the UK and Ireland, said: “Rituals are continuing to drive the brand in the UK through extensive expansion plans, strengthening their position in the beauty and wellness category regionally whilst ensuring we are one of the leading premium lifestyle and beauty brands.”

“The signing is a key milestone in our strategy to create an offer that reflects Grand Central’s dual role as a transport hub and a day-out destination,” added Iain Mitchell, Commercial Director at mall landlord Hammerson. “The Rituals Cosmetics boutique concept will appeal to those shopping impulsively as well as visitors seeking a more indulgent experience.”