Rituals brings sustainable beauty to East Midlands Designer Outlet

Sustainable beauty and wellness brand, Rituals, continues its national expansion with its latest store in East Midlands Designer Outlet.

Founded in Amsterdam in 2000, Rituals has since been established as a global industry expert in 36 countries present in vibrant cities such as London, Paris, and Hong Kong with 1,000 stores and 3,000 shop-in-shops.

Paul Sutton, East Midlands Designer Outlet Centre Manager, commented: "We are very excited to announce the arrival of Rituals which has been added to our growing mix of premium brands at East Midlands Designer Outlet. Rituals offers an extensive yet affordable range of luxury home and body cosmetics with a focus on sustainable products."

Penny Grivea, Managing Director for UK & Ireland at Rituals, added: "We are so excited to be opening this store in the East Midlands Designer Outlet, expanding the Rituals interactive experience in the UK.

"Living during these ever-changing, fast-paced times, we understand more than ever the need to create moments of joy and feeling balanced during our everyday lives. The new Rituals store will help customers achieve a sense of well-being by finding the perfect products to help them balance the body, mind and soul. This opening marks an exciting time for the brand in growing our retail presence across the UK."

Just last month, Sovereign Centros announced that Rituals is set to open at Merry Hill later this year. The Dutch retailer has secured 2,022 sq ft of space, formerly occupied by Phase Eight, on the Upper Mall.

In a continued effort to expand its brick-and-mortar offering, the brand also held a series of pop-ups across five locations in the UK from 14 June to 15 July. These events celebrated its "new and improved" The Ritual of Karma collection.