Rituals ups retail game with largest Dutch store opening

By Becky Bargh 28-Oct-2020

The new space spans four floors and offers a host of new sensory experiences for shoppers, as well as first-ever launches

Wellbeing-inspired beauty brand Rituals has opened a new holistic shopping and lifestyle concept in its native country, The Netherlands.

House of Rituals is the brand’s largest flagship and has been unveiled in honour of Rituals’ 20th anniversary.

Extending beyond retail, the new space is designed to be a place where consumers can relax and discover new product lines.

Spanning four floors, including a sensory spa that is expected to open in 2021, visitors can shop old favourites from the brand and discover new experiences.

At the fragrance bar, shoppers can create their own perfume with the help of an in-store fragrance expert.

In just three steps, customers will be able to compose their own fragrance and select their favourite bottle and gemstone.

In-store, shoppers can customise a premium candle from 78 combinations and select one of the brand’s Signature collection candleholders to house the product.

Also exclusive to the new store is Rituals’ new home fragrance Mansion Collection starring supersized candles and fragrance sticks.

The fragrance sticks can be designed specifically for the shopper’s home with three glass bottle designs to choose from, which can be filled with one of the nine Private Collection fragrances.

Rituals has also branched out of its traditional portfolio to stock a selection of homeware at the store, as well as laundry products.

Inside the new space

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