Rituals and Dufry unveil five new standalone stores at Spanish airports

Rituals is bringing ‘the art of soulful living’ to five Spanish airports through its partnership with Dufry. Pictured is the standalone boutique at Barcelona El Prat Airport.

SPAIN. Wellbeing house Rituals and leading travel retailer Dufry have partnered to open five new standalone airport stores in Spain over recent months.

The partners held an official launch event today (24 January) at Barcelona El Prat Airport where the biggest Rituals store is located. The Barcelona location offers the brand’s bed and bath range, as well as its new home collection. The official ribbon cutting ceremony was attended by representatives from Dufry and Rituals.

The first store of the five opened at Madrid Barajas Airport Terminal 4 last September. Designed in Rituals’ signature retail concept, the Madrid location offers travellers the brand’s extensive home and body range.

The Barcelona store offers the Rituals Signature and Private Collections of home fragrances

Subsequent store openings took place in October at Barcelona El Prat Airport and Alicante Airport in Spain. This was followed by two more store openings at the Departure Lounge and C Gates of Palma de Mallorca Airport in November.

The Madrid, Barcelona and Palma de Mallorca Departure Lounge store feature Rituals’ regular travel retail concept, while the Alicante and Palma de Mallorca C Gates stores feature Rituals’ boutique store concept. The latter carries a focus on the brand’s best-selling lines.

Commenting on Dufry’s renewed focus on the wellbeing category, Global Director for Beauty Antonin Carreau said: “Today’s consumer is conscious of their own wellbeing, as well as the wellbeing of those around them. There is a significant opportunity in the wellbeing category in travel retail which Dufry has recognised and with these new stores and our strong partnership, Dufry and Rituals Cosmetics are truly leading the way.

Stay tuned for an in-depth interview with Rituals Founder & CEO Raymond Cloosterman and a representative from Dufry about the openings

“We are very excited to help drive the growth of this important category with these beautiful new stores and to create a more diverse and sustainable offering for today’s increasingly health and wellbeing conscious travellers.”

Rituals Founder & CEO Raymond Cloosterman added: “Just a couple of months ago, Rituals celebrated the opening of our 1000th store worldwide in Milan – a remarkable milestone for us. We want to take the company to the next level as the leading wellbeing beauty brand. This not only means opening more stores, but also exploring new markets, engaging in exciting and new partnerships, and building an even stronger community around our brand. There are still so many dreams to fulfil.”

Cloosterman added, “With travel retail being the first introduction to the Rituals brand for many consumers, our investment in this channel remains very strategic and important to us. We are very proud to partner with leading global travel retailer Dufry, on this extraordinary expansion to bring wellbeing to even more travellers.”

(Left to right) Rituals Head of Training Spain & Portugal Jennifer Douville; Dufry Senior Category Manager EMEA Inés Pérez; Rituals Senior Account Manager Travel Retail Noortje Hagen; Dufry Head of Beauty EMEA Romina Gabarro; Dufry Operational Manager Terminal 1, Barcelona Airport José Dueñas; Rituals Area Manager, Partner Operated Stores, Travel Retail Adriana Salas; Rituals Manager of Standalone Store Operations, Travel Retail EMEA Liam Dewis; Dufry Commercial Manager, Catalonia Laura Virelaude and Dufry Sales Attendant Rituals Standalone José Navarro
The dazzling Barcelona boutique features the signature Rituals cherry blossom tree and a mini-truck display offering its bath and body products

In a comment to The Moodie Davitt Report, Cloosterman said: “Rituals has been on a mission to support the wellbeing of our consumers since our founding over 20 years ago, and Dufry is a very strategic partner for us to not only progress this mission, but to escalate its reach in a very important channel. We have aligned on an overarching goal to expand the wellbeing category in travel retail – a category that is ripe to leverage.”

Commenting on the partnership between Rituals and Dufry, a Dufry representative said: “This was a strong global partnership deployed a few years ago with the ambition to promote affordable wellness and beauty in our main stores or through standalone stores. We are very proud and excited to open Rituals stores in partnership with the brand and further enhance the customer’s experience.”

*For a recent interview with Raymond Cloosterman as part of our Trinity Conversations series, click here. ✈

Through the openings, the partners aim to expand the wellbeing category in travel retail

Note: The Moodie Davitt Report has launched an e-newsletter, Wellbeing Curated, in association with Rituals. It offers a curated selection of stories focused on the key wellbeing category in travel retail and beyond.

To subscribe free of charge please email  Kristyn@MoodieDavittReport.com headed ‘Curated Wellbeing’. All stories are permanently archived on this website. If you would like to be added to its mailing list (or to those for any other Moodie Davitt titles), please click here.

Food & Beverage The Magazine eZine