Rituals has entered into an exclusive distribution agreement with Essence Corp based in Miami as part of its strategy to build a global presence in the travel retail market.

The agreement covers the expansion of the Rituals brand into US, Canadian and LATAM TR markets and the luxury cruise channel.

Rituals launched its travel retail division in 2012. It has shown steady growth in Europe and North Africa and more recently in the Middle East and Hong Kong.

Global Travel Retail Director for Rituals Cosmetics Neil Ebbutt said: “The time is right to further expand into new continents as the brand awareness of Rituals grows rapidly. This is thanks to its increased presence not only in travel retail but in domestic markets through our retail stores and in leading department stores.

STRONG TRAVE RETAIL PRESENCE

“In total, Rituals can now be found in nearly 400 travel retail locations–10 standalone Rituals airport stores; 240 shop-in-shop locations within multi-brand stores and on-board around 120 luxury cruise liners and ferries, mainly in the Nordics.

“The brand has also built a strong presence as a premium amenity product in 1,500+ luxury hotels worldwide and can be found on-board leading airlines carrying passengers all over the globe. We believe that by working with Essence Corp we will be able to capitalise on this growing awareness to fast forward our expansion in the Americas travel retail market.”

Rituals will showcase the brand together with Essence Corp at the Summit of theAmericas in Orlando next month. Ebbutt said he was hoping Rituals would be able to repeat its European success over the past five years in the Americas.

Essence Corp Executive Director Marketing Gabi Medeiros Humbles said: “Essence Corp is excited to partner with Rituals, whom we believe share the same values of authenticity and personal connections. We believe the timing is just right and that Rituals perfectly complements our brand portfolio. We look forward to a successful collaboration.”