Rituals to invest €40m in 30-day refit of 1,500 boutiques

Rituals will invest €40 million to renew 1,500 boutiques across 30 countries, beginning on 3 August and completing the European transformation within 30 working days.

The Amsterdam-based beauty and wellbeing brand said the programme would give its stores a lighter, more premium appearance while creating additional space for new collections. Work is scheduled to finish on 25 September 2026.

Rituals plans to update its entire European estate in a single operation. Around 100 teams will complete more than 40 boutique renewals per working day, according to the company.

Gregory Bruyer, COO at Rituals Cosmetics, said: “Physical retail remains essential to bringing our brand experience to life. What makes this operation special is that we are strengthening that experience across 1,500 boutiques at the same time.

“On average, we are renewing more than 40 boutiques per working day, with around 100 teams across Europe. It is an incredibly complex and challenging operation.”

Beauty World, a central area bringing together skincare, make-up, haircare and fragrance, will sit at the heart of the renewed boutique concept. The layout is designed to support product discovery and provide more physical space for Rituals’ growing beauty and fragrance offering.

The Private Home Collection and Homme range will also receive more prominent positions, alongside the recently introduced Hair Care line. Rituals plans to add its Luxury Travel Collection to most boutiques.

New furniture will support different collections and layouts while reflecting the updated look of the wider assortment. The company said the changes are timed to coincide with the arrival of several new product lines that require more spacious presentation.

A similar boutique renewal programme is planned for Asia and the Middle East in the first quarter of 2027, following the introduction of the new collections in those markets.uct innovation and the rollout of additional Mind Oasis locations.

The investment comes as Rituals continues to strengthen its physical retail presence while accelerating the growth of its digital business, which now accounts for more than 20% of revenue.

The brand’s omnichannel offering includes services such as click-and-collect and ship-from-store, while its endless aisle technology allows customers to access a wider product range beyond the inventory available in individual boutiques.

Rituals continues to expand rapidly, opening approximately one new boutique every working day and adding more than 200 locations globally in 2025. Recent openings include flagship sites on London’s Oxford Street, Zurich’s Bahnhofstrasse and Barcelona’s Gràcia Street.

The company reported net revenue of €2.43 billion in 2025, marking a 16% year-on-year increase. Founder and CEO Raymond Cloosterman previously described 2026 as a key investment year, with priorities including store refurbishments, continued expansion in Asia, product innovation and the rollout of additional Mind Oasis locations.