Dutch beauty and wellness retailer Rituals is on a roll with the 25-year-old Amsterdam-based business planning to open new locations internationally this financial year after its sales topped €2 billion sales for the first time last year.

The high-end label is planning to open 240 new stores in 2025 as 2024 saw sales of €2.1 billion, up 23.5% from €1.7 billion the year before. It saw a 21% organic sales jump as both Europe (including the UK) and Asia proved strong.

Its UK and Ireland sales actually managed to rise an even better 39% to €172 million. That was despite both those markets seeing sluggish retail in general with consumers cutting back on both luxuries and cheaper discretionary items.

The company has 90 stores across the UK and Ireland at the moment and plans to add 37 more in 2025. Its most recent local market store opened at Gatwick in late 2024 and Bournemouth and Windsor set to debut in February.

Overall it opened 241 stores globally last year with 34 of them in the UK and Ireland.

As that Gatwick opening also suggests, travel retail is a key focus and this was also clear from its 2024 openings in Asia where it focused on locations with a strong tourist trade. After debuting in Asia only in 2022, last year it opened a store in Hong Kong and its first Japanese location as part of a growth drive that saw it opening the doors of 46 new Asian shops.

The company, which is donating 10% of its profits to good causes, currently has over 1,300 locations in 42 countries and sells through 4,176 multi brand doors via its wholesale operations.