Rituals celebrates 25 years with record sales and accelerates expansion in Asia

Rituals is celebrating its 25th anniversary this year with record sales expected to reach 2.4 billion euros. Founder and CEO Raymond Cloosterman now sees new growth opportunities among Chinese people over the age of 25, among men, and in mental wellness.

250 new stores per year

After 21% sales growth last year, the personal care products chain is counting on 18% growth. However, founder Raymond Cloosterman believes that organic growth of “around 9%” is particularly important, he said in an interview with Het Financieele Dagblad. Last year, the company introduced its Profit Pledge, whereby it donates 10% of its net profit to charity each year. This year, Rituals invested 22 million euros from its 2024 profits. By the end of 2026, the total should reach around 50 million euros.