Rituals updates store format


New stores unveiled at St Christophers, Westfield London and St Pancras

Beauty brand Rituals has launched a new store format in three London locations: St Christopher's Place, St Pancras International and Westfield London.

The new concept aims to create a relaxed experience, offering consumers cups of tea while a water island provides a focal point in store. The brand describes the new stores as a "sort of cocoon away from the busy daily life of the outside world".

Penny Grivea, Ritual's newly appointed Managing Director, said: "We have created a new and innovative brand retail concept for our customers. At Rituals we understand the wider importance of the shopping experience and the need for sanctuary from our busy daily lives. Our new 3.0 store concept, which has been fitted into our three key London stand alone stores, offers a calming environment in which customers can relax, unwind and enjoy time out to experience their very own ritual in our stores."

Each of the three stores is merchandised by family group, with an extensive bath, body and home range selected from the 400 products offered by Rituals. Grivea added: "Over the past ten years, Rituals has become one of the fastest growing premium brands in Europe. We are exctied by our new store experience and believe our customer base will continue to grow in line with our repositioning of the brand, investments in the UK and expansion plans."

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Grivea recently joined the company, having previously worked with a number of different brands in the luxury sector, including Selfridges and Harrods. She has been introduced to help reposition the Rituals brand and drive wholesale, retail and e-commerce business. Rituals now has more than 300 stores and more than 1,000 shop in shop accounts across the world and aims to transform everyday routines into more meaningful rituals. The brand has aggressive expansion plans for 2015/16.