Rituals has achieved a record turnover of 2.1 billion euros last year, marking a 21 % increase. This year, the company plans to open an additional 243 stores in pursuit of new records.
Expansion and future plans
In 2024, Rituals opened 241 stores worldwide, including its first location in Japan and new outlets in emerging markets such as China, Malaysia, Singapore, and Thailand. The ‘Mind Oasis’ concept, which caters to the mindfulness trend, added three new locations.
Although the target of 250 store openings was just missed, the Dutch beauty chain is equally ambitious this year. The chain plans another 243 openings in 2025, primarily in Asia. Founder Raymond Cloosterman stated that the focus will be on maintaining success in Europe in the areas of retail, digital, wholesale, and travel. Additionally, the brand will further expand in Asia.
Rituals has not yet released net profit figures for 2024, but reported a net profit of 183.5 million euros for 2023. The chain has announced its commitment to donate 10 % of its net profit to charitable causes each year.
