Rituals shines at Schiphol with luxurious, sanctuary-like store

By Kristiane Sherry |

The new Rituals store at Schiphol is described as an ‘immersive slow shopping experience’

Beauty brand Rituals Cosmetics has tripled its footprint at Amsterdam’s Schiphol Airport with a new glass-clad store for an “immersive slow shopping experience”.

The 110 sqm retail space is situated in the Plaza shopping area, with fragrances, textures and visuals all used to invite consumers into the “oasis of wellbeing”.

Stocking every classic Ritual and Home collection, the store also features the Amsterdam and Private ranges, as well as occasional limited edition lines. Rituals’ luxury gift sets are also available.

“If travel retail is the first glimpse a consumer gets into Rituals’ soul, then we are thrilled to offer travellers a much bigger view and collection for them to enjoy,” said Raymond Cloosterman, Founder & CEO of Rituals Cosmetics. 

“Our new store goes above and beyond in delivering a holistic luxury experience and is exactly what we do in every Rituals store worldwide. Our ambition is to become the leading wellbeing beauty brand and this is powered by our strong partnerships. We are very proud to have worked with Schiphol on this project. 

“The store successfully gets to the heart of our Rituals philosophy of slowing down and finding happiness in the smallest of things. And we hope that travellers take this message with them on their onward journey.” 

The new Rituals store is three times the size of the previous brand space.

Carla Laurs-Hoogvorst, Retail Manager at Schiphol, added: “Meeting the demands of today’s traveller is a key priority for us. Industry research indicates a growing preference amongst travellers is seeking out relaxing, meditative spaces. 

“Through this powerful partnership with Rituals, we meet and exceed consumer expectations by delivering an immersive wellbeing experience with the opening of the new Rituals store.”

Earlier this year, Rituals opened five standalone stores across Europe in partnership with Dufry.

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