Melvin Broekaart replaces Neil Ebbutt as GTR Director at Rituals Cosmetics

By Luke Barras-hill |

Melvin Broekaart is the new Director Global Travel Retail at Rituals.

Experienced travel retail executive Neil Ebbutt (pictured below) is standing down as head of Rituals’ travel retail business to pursue other opportunities.

Melvin Broekaart, well known in the industry for his spells at Philips, Heineken and most recently Aircommerce, is Ebbutt’s replacement.

In his new role, Broekaart will be tasked with maintaining and building Rituals’ leading position in the wellbeing category by exploring new opportunities in the wider travel and tourism industry, as well as driving the brand’s digital strategy in Asia and Europe.


Broekaart and Ebbutt will attend the TFWA World Exhibition in Cannes next month to ensure a smooth transition for Rituals’ partners.

Ebbutt leaves Rituals after more than two decades, having originally joined in 2001 as a Founding Partner.

In 2012, he oversaw the launch of the travel retail division and has spearheaded the Amsterdam-headquartered company’s development in the market ever since.

Today, Rituals counts a presence in 104 countries with more than 600 shop-in-shops and 15 standalone stores, plus numerous global hotel and airline agreements.

TRBusiness has reached out to Ebbutt and Broekaart for comment.


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