MILAN — The Amsterdam-based beauty brand Rituals is ramping up its international presence with two stores in the Italian cities of Brescia and Cremona.

This story first appeared in the April 11, 2011 issue of WWD. Subscribe Today.

Raymond Cloosterman, founder and chief executive officer of the company, said in a recent interview the company is on track to have 200 stores in 12 countries by the end of 2012. The brand currently has 150 stores worldwide, in Italy, Portugal, Spain, Germany, the Czech Republic, Croatia, Lithuania, Belgium, the Netherlands and the U.K., and around 250 shop-in-shops. An additional two stores are set to open in Northern Italy this year, with the intention to roll out a further 10 to 20 here by 2012.

The beauty retailer, founded in 2000, has a turnover of 120 million euros, or about $164 million, according to Cloosterman and is set to enter Brazil and Sweden later this year. He pinned the company’s rapid growth on a number of factors, including its prices. “Rituals is a complementary brand, we offer products that customers don’t usually purchase from a prestige brand,” said Cloosterman of the label that offers around 400 products consisting of skin care, body care, fragrance and home accessories based on Eastern traditions. “Our philosophy is to offer a premium positioning but with fair prices,” he said. Adding to the brand’s existing offer, a category of home and yogawear is being rolled out now with prices starting from around 20 euros, or about $27, as well as a sun care line.

Rituals also recently inaugurated its fourth city spa in the Netherlands. “We’ve created a five-star experience for a three-star price,” said Cloosterman. Massages start from 29 euros, or about $40, for 30 minutes. On plans to roll out the spa concept worldwide, Cloosterman said he wants to take it slowly. “It’s a completely different model.”

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