Rituals marks 20th anniversary with new four-floor ‘unique’ brand experience

By Andrew Pentol |

The first and second floors of the new Rituals shopping and lifestyle concept opened last week.

Rituals Cosmetics has unveiled a holistic shopping and lifestyle concept to commemorate its 20th anniversary year with the opening of House of Rituals.

Opened this month, the store is the world’s largest Rituals flagship store and offers several exclusive and unique collections.

The store is located on The Spui (where the former Esprit café was based) in the heart of Amsterdam and the launch is being undertaken in two phases.

Last week, the first and second floors opened (a restaurant and a large store). Phase two, boasting the mind and body spa will open in early summer 2021.

Once complete, the brand experience will be distributed over four floors, covering around 1,500sq m. A new range of premium collections and lifestyle innovations, exclusive to the store and online will be available.

The exclusive House of Rituals collections are only available at House of Rituals in Amsterdam or at Rituals.com for the Netherlands, Austria and Switzerland.


On the ground floor, the flagship store offers customers a sensory experience with their trusted Rituals collections. Experiential and Instagrammable corners invite visitors to experience their favourite products from The Ritual of Sakura, Hammam and many more.

Supersized luxury home fragrance designs are available on the first floor.

On the other side of the floor is new restaurant ‘Rouhi’ (Arabic for ‘My soul’), where customers can enjoy a cup of tea, lunch and a dinner menu inspired by a  fusion of Arabic-Asian food.

The first level is dedicated to House of Rituals’ home collection through an exclusive and premium collection of new innovations. Customers can discover the new Mansion Collection, supersized luxury home fragrance designs, House of Rituals The Talisman Collection and a perfume bar with 25 bespoke eau de parfums with the option to customise.

Consumers can also browse the Signature Collection’s 10 new exclusively designed porcelain scented candle holders, decorated with patterns and artwork. These can be complemented with a personally selected candle fragrance.

The brand experience will eventually be distributed over four floors, covering around 1,500sq m.

This premium range is joined by new product categories including exclusive laundry solutions, travel accessories, home decoration and bedding and bath textiles.

Selected items from The Mansion Collection, House of Rituals The Talisman Collection, Signature Collection, bed linen, luxury bath products and other pieces will also be available on Rituals.com.


Phase two will be the launch of the second and third floors which are set to open in early Summer 2021. One floor will offer a Body Experience and the other a Soul Experience.

The Body Experience floor is home to the ultimate body spa, dedicated to various specialised massages, facials and beauty advice and treatments. The Soul Experience floor will give visitors exclusive access to the Mind Spa. This will offer new stress-reducing treatments, expert meditation classes and workshops.

The new outlet is the world’s largest Rituals flagship store and offers several exclusive and unique collections.

Raymond Cloosterman, CEO Rituals Cosmetics said:  “We are proud to be bringing our very first four-floor Rituals experience to the residents and visitors of Amsterdam where it all began 20 years ago.

With this new concept of unifying body, mind and soul we are entering the next phase for the brand and the company. With the new premium collections as an impulse for the online business and the company and with the Body & Mind spas as an impulse for the brand, we bring them to the next level.”




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