On pace with the competition

Mass retailers witnessed specialty stores siphon off their cosmetics customers with elevated environments and service. Now they have an eye on a burgeoning competitor for bath items called Rituals. The company has a strong pedigree with former Unilever executive Raymond Cloosterman at the helm.

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Rituals is a lifestyle brand seeking to transform mundane moments into a pleasurable experience. The core of the product assortment is bath.



Today, there are more than 400 Rituals stores worldwide, with 1,400 Rituals shop-in-shops and five Rituals City Spas in 24 countries. The United States is fertile growth for Rituals with many retail experts noting that its lifestyle brand is “just what the market needs.” There are currently four New York-area locations in buzzing, high-traffic areas with growth plans for the rest of the United States. To keep the lineup fresh, more than 200 items are introduced yearly.