Rituals steps into the USA

Amsterdam based beauty brand Rituals has expanded into the US via Barneys department stores. Currently available in over 250 international stores and over 450 shops in 15 different countries, Raymond Cloosterman, brand founder and CEO, described the expansion as “a step in the right direction”.

Rituals’ portfolio of bath, skin and body care products will be available exclusively at 18 Barneys New York stores around the country as well as on Barneys.com. The brand is also set to open two stores in New York later this year to coincide with the launch of its US e-commerce site. The stores will be located in Soho and the Upper West Side, spanning 700sqft and 1,000sqft, respectively.

“Barneys New York is a great segue into the US market as it caters to a very sophisticated consumer and is focused on providing customers with a luxurious, yet approachable brand experience. Both of our retail counters and storefronts will evoke the same slow shopping, slow movement, enjoyable experience that our brand is known for,” said Cloosterman.

Founded 13 years ago, Rituals’ portfolio features over 400 products. Barneys will carry roughly 50-60 skus, including bath, body and home cosmetics from its Ayurveda, Laughing Buddha, Sakura, Tao and Tatsu collections.