Dutch wellbeing and beauty brand founded in Amsterdam in 2000 by Raymond Cloosterman; now operating across 30+ countries. In 2024, the company reported €2.1bn revenue (+21% YoY) with Europe cited as the main growth engine; the store network passed 1,300+ locations globally. First UK store opened in London in 2007; regional rollout followed. The 100th UK store opened in St Albans (Aug 2025).

Brief: Rituals set out to dramatically expand its presence in UK physical retail, maintaining its premium store format, at pace and on budget. Opening 60 plus stores across 24mths.

The aim: a consistent, sensory brand experience (fragrance, water ritual, gifting) delivered through a repeatable, high-quality fit-out model.

Our Approach

Pre-con sprint: lock design, approvals, and cost plan; order long-leads early.

Kit-of-parts rollout: standard fixtures/services; VE without losing brand touchpoints.

Programme discipline: wave builds, out-of-hours where needed; weekly cost-to-complete.

Quality & handover: QA gates, photo-proof; snag-free, open-ready stores.

Outcome

A repeatable model that speeds delivery, holds budget, and scales, from Oxford Street flagships to regional high streets, shopping centres, and travel retail.