×
2 468
Fashion Jobs
REISS
Business Applications – Support Analyst
Permanent · LONDON
VF INTERNATIONAL
dc Inventory Team Leader
Permanent · COALVILLE
VF INTERNATIONAL
dc Training Specialist
Permanent · COALVILLE
VF INTERNATIONAL
Warehouse Area Manager
Permanent · COALVILLE
VF INTERNATIONAL
dc Team Leader
Permanent · COALVILLE
HEAD OFFICE
Category Strategy Manager
Permanent · BRACKNELL
AUTUMNPAPER LIMITED
Alexander Mcqueen Vip & Kol Manager
Permanent · LONDON
ESTEE LAUDER
Clinique - Consultant - Boots, Bluewater - 22.5 Hours, 3 Days - Part Time, Permanent
Permanent · Dartford
ESTEE LAUDER
Clinique - Consultant - Boots, Bluewater - 15 Hours, 2 Days - Part Time, Permanent
Permanent · Dartford
JOHN LEWIS
Loss Prevention Partner
Permanent · CHELMSFORD
BOOHOO GROUP
Senior Commercial Finance Analyst
Permanent · MANCHESTER
BOOHOOMAN
Senior Marketing Manager
Permanent · MANCHESTER
BOOHOO
Paid Search Manager
Permanent · MANCHESTER
DEBENHAMS
Marketplace Business Development Manager
Permanent · LONDON
DEBENHAMS
Marketplace Account Manager
Permanent · LONDON
DEBENHAMS
Marketplace Business Development Assistant
Permanent · LONDON
REISS
Buying Admin Assistant - Graduate Opportunity
Permanent · LONDON
HOMESENSE
Loss Prevention Officer - Full Time Tkmaxx/Homsesense Basingstoke
Permanent · Basingstoke
VIVIENNE WESTWOOD
Warehouse Operative
Permanent ·
VIVIENNE WESTWOOD
Legal Counsel
Permanent · LONDON
VIVIENNE WESTWOOD
Buying Admin Assistant
Permanent · LONDON
ESTEE LAUDER
Tom Ford - Assistant Business Manager - Selfridges, London - 37.5 Hours - Full Time, Permanent
Permanent · London
Ads
Translated by
Isabelle Crossley
Published
Jan 19, 2021
Reading time
2 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

Rituals advocates for ‘courage over comfort’ in a time of crisis

Translated by
Isabelle Crossley
Published
Jan 19, 2021

Last October, on the occasion of its 20th anniversary, beauty brand Rituals opened the doors to ‘House of Rituals’, a 1,500 square metre, four storey concept store which brings together a two-storey sales area, a restaurant, and also a spa for both mind and body which will open in the spring. The inauguration of this extraordinary place, which took two years of preparation, has taken place with a backdrop of a health context that is as unprecedented as it is unpredictable. After barely eight weeks of being open, House of rituals had to close its doors. The closure followed the Dutch authorities’ decision to impose stricter lockdown measures which includes shutting all non-essential stores until at least January 19.


RaymondCloosterman previously worked at Unilever. The agri-food and cosmetics giant also incubated Rituals for two years before Cloosterman, who conceptualised the brand, bought all of the shares and took his independence.


For Cloosterman, the founder and CEO of Rituals, it is out of the question to base a business strategy on fear. “Now is the time to invest, courage over comfort,” insists the businessman at the helm of the independent company which employs 8,000 people, has a fleet of 850 branded stores, and generated sales totalling €865 million ($1.05 billion) in 2019. 
 
“This year, 800 of our stores were closed for over two months and, despite this health situation, Rituals is growing slightly, which is a miracle,” said Cloosterman. “In fact, we are on the right side of the equation because wellbeing, of the body as well as the mind, are a central concern now more than ever.” 


The entrance to House of Rituals - DR


Rituals, which under normal circumstances has hoped for a growth of 20%, has managed to stay the course thanks to several factors. The first is e-commerce. In 2020, the brand’s singular e-commerce store generated 20% of Rituals’ revenue total compared to its prior usual rate of between 8% and 9%. In addition, the brand, which offers products at affordable prices which are both sensitive and high quality for both body and home and a high-end retail concept, has continued to open stores during this time. In 2020, the brand opened 40 new stores out of the initially planned total of 100 new stores.  
 
With a network of over 800 stores, Europe is Rituals’ main business area and Germany is its main market. In France, where the brand was first established in 2015, it has 62 retail outlets in addition to its presence in large multi-brand department stores and at Sephora and plans to open around 20 new stores by next year. In Europe, Rituals will subsequently open in Poland and Italy. Rituals, which celebrated its 20th birthday during the healthcare and economic crisis, is also looking towards Asia, where it has been present for the past year and a half.

 

Copyright © 2022 FashionNetwork.com All rights reserved.