Pure Beauty

Exclusive: Rituals opens new London flagship to boost global brand strategy

By Alessandro Carrara | Published: 18-Sep-2023

Cosmetics Business explores Rituals' new flagship Oxford Street outlet and what's next for the beauty brand's retail strategy

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Rituals, the Dutch beauty brand, is setting its sights on bigger and better in 2023 after opening its new flagship store on Oxford Street.

For Penny Grivea, local country director of Rituals, the new space represents a tangible milestone for the business since it first launched into the country in 2004.

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