Rituals ends 2024 with record sales after opening 241 stores

Rituals Cosmetics, known for its luxurious home scents and body care, has today revealed record revenues reaching £1.78 billion (€2.1 billion). Sales were up by an impressive 21% across all channels in 42 countries.

The Dutch retailer's double-digit sales growth was driven by the European market compounded with growth in Asia. Rituals pointed to “organic growth across its retail and e-commerce channels, fuelled by award-winning innovations, seamless omnichannel customer experience and its growing member programme” as the drivers behind its success.

During the year, the brand focused on investing in physical stores, opening 241 retail stores across the world – that's one every working day. The company plans to open another 243 stores worldwide in 2025. The focus will be on keeping momentum in Europe across retail, digital, wholesale and travel retail while expanding the brand in Asia.

Rituals, which is certified B Corp, has also announced the introduction of its 10% Profit Pledge. The initiative sees the retailer commit 10% of its net profit of the previous year to support the well-being of people and the planet.

As part of its mission to create a positive impact, Rituals has announced three new partners:

• War Child improves the well-being of children affected by conflict and war
• Blue Marine Foundation combats overfishing and protects marine ecosystems
• National Geographic Pristine Seas helps to create marine protected areas that restore ocean health

These charities join existing partners Sacred Forests, Super Chill and Tiny Miracles.