As announced in February this year, CEO Raymond Cloosterman stated that the company would invest in renovating 1,500 stores by 2026. Now, the implementation of this plan is beginning. The pace of work means that an average of over 40 stores will be renovated per working day, which will be carried out by around 100 teams across Europe.
According to Rituals, the upgrade is being made partly to make room for new collections and to give the stores a brighter expression. The new concept includes, among other things, a central area called "The Beauty World", which brings together the categories of skincare, makeup, hair care and fragrance. Existing furniture and materials will be handled based on a reuse model that follows the company's B Corp certification.
The investment in the physical store network is happening in parallel with a growing proportion of the company's sales taking place digitally. In 2025, Rituals' e-commerce generated around 500 million euros, which corresponds to over 20 percent of the company's total turnover that year. Rituals has previously emphasized that the local physical presence acts as a catalyst for e-commerce, where the two channels work together to drive sales.
The physical store remains crucial to bringing our brand experience to life, says Gregory Bruyer, CCO at Rituals, adding that it is a complex undertaking to carry out the investment in 1,500 stores simultaneously.
Joakim Klingsell, CEO of Rituals in the Nordics, comments on the renovation from the perspective of customer behavior.
People still want to experience the products on site, receive personal service and experience the calm atmosphere that is an important part of Rituals. Therefore, this renewal is more than a visual upgrade, says Joakim Klingsell.
The renovation of the stores in Europe begins on August 3 and is expected to be completed on September 25, 2026. A corresponding update of the company's stores in Asia and the Middle East is planned for the first quarter of 2027.