The Rituals Journey
Rituals’ Global Travel Retail Director, Lotte Rozemuller on elevating the airport experience, the brand’s partnership with Manchester Airport and the upcoming exclusive launch to look out for
Rituals has grown from a niche concept by founder Raymond Cloosterman into a globally recognised lifestyle brand. Looking back, which moments have been most pivotal in shaping the brand’s journey?
Rituals has always been known as a force for good and across the brand’s journey this has been a constant. So, while there have been many standout openings and launches around the world, we are most proud of the investments we have made in staying true to our philosophy of giving back and the responsibilities we have as a global brand.
We became a B Corp in 2022 which was a huge milestone in terms of reducing our footprint on the world, but then we took it a step further by asking ourselves how we can make an even greater positive impact. That was the driving force behind our Profit Pledge, which means we put 10% of our profit towards positive causes.
The brand is rooted in ancient rituals and modern wellbeing. How has this philosophy evolved as Rituals has scaled internationally?
If you look at our products, we remain very much rooted in the ancient rituals which have inspired many of our iconic collections. The evolution of our brand has seen us start off as a body and bath brand, moving into broader themes of conscious living and inner balance – ultimately pushing into the overall wellbeing space. A great recent example of that was the recent opening of our first Mind Oasis in Travel Retail - a one-of-a-kind sanctuary for travellers looking to recharge their bodies and minds through unique treatments such as our Brain Massage.
Overall, this evolution is really in line with what we see modern shoppers seeking out from the brands they align with. Part of our ethos is to distinguish Rituals as a wellbeing company first, which is why every product, campaign and concept is purposefully created to enhance the wellbeing of our customers.
Travel retail plays a key role for Rituals. What makes airports - and particularly Manchester Airport - such an important environment for connecting with your customer?
Travel retail, for us, is the ultimate brand-building platform, giving us exposure and access to a truly global audience. Shoppers in airports have quite long dwell times, which leads to greater exploration of the retail offer. For us, this is perfect as it allows us to bring our various collections to life, as well as our travel-exclusive products.
We’ve been particularly successful in the airport environment because we offer a wide range of product categories at accessible price points for everybody. Gifting is a huge part of our business, and we sit at a perfect sweet spot of affordable luxury with our gift sets.
Rituals has become really popular in the UK, so opening at Manchester Airport – the UK’s busiest outside London – is a natural step for us. We have a thriving store in Manchester Arndale shopping centre, so our brand clearly resonates with local shoppers and we look forward to welcoming them into our new airport environment.
How does your partnership with Manchester Airport differ from other retail locations?
Our partnership with Manchester Airport stands out by targeting the unique needs of travelling consumers, who seek quick moments of self-indulgence, gifting and wellbeing amid busy journeys, unlike the more leisurely shopping at main street locations. Airports offer extended dwell times for deeper product exploration, travel exclusives and sensory experiences such as our Water Island demonstrations. Manchester Airport amplifies this through its global footfall, allowing us to blend local resonance with international appeal in ways traditional retail cannot.
What types of Rituals products resonate most with travellers?
Two of the main shopping drivers in airport stores are self-indulgence and gifting. In terms of self-purchase, our Manchester Airport store features our iconic Water Island, where shoppers can enjoy product demonstrations and a sensory experience by trialling products from our various collections. From a gifting perspective, our gift sets continue to be hugely popular.
Can you share any insight into upcoming product launches travellers should be watching out for this year?
We bring around 200 new products to market every year, which demonstrates our belief in innovation and the importance of newness. Airport shoppers are keen to explore, so it’s only right that we reward this with launches and limited editions.
A big focus for us, and one to look out for in Manchester, is our Amsterdam Collection, which stands out as a tribute to Rituals’ Dutch heritage and artistic collaboration. Created in partnership with the Rijksmuseum, this exclusive range blends the scent of Dutch tulip with Japanese yuzu, symbolising the historic trade and cultural exchange between East and West. The Amsterdam Collection offers a sensory journey that embodies the brand’s philosophy of mindful living and appreciation of life’s small pleasures.
What does the future hold for Rituals in travel retail, and how do you see the brand continuing to elevate the passenger experience in the years ahead?
We want to be known as a brand that offers an oasis of calm and wellbeing in the airport space, so we’ll continue to focus on this mission. Our presence in key travel hubs allows us to connect with a diverse audience of international and domestic travellers: we want to be their go-to brand when seeking moments of relaxation and self-care. To achieve this, we’ll continue to innovate from both a product and service perspective to ensure we remain relevant and aligned with our customers.
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