Rituals enters Japanese market as it targets Asian expansion

Rituals is set to launch in the Japanese market as it announced a new partnership with Asian brand operator and distributor, Bluebell Group.

The beauty and home retailer has opened its first flagship store in Japan in the Aoyama district, which marks a  “significant milestone in the brand’s expansion into Asia”.

The brand will work closely with Bluebell, which will oversee its “operations in the market, leveraging its established retail network and expertise in the beauty and fragrance sector to build the Rituals brand in Japan over the coming years”.

Rituals founder and chief executive Raymond Cloosterman said: “This expansion into Japan is a significant milestone for us, especially because Japan inspired me from the very beginning when I founded the brand. Opening here, feels like we’ve come full circle.

“Asia has always been a key part of our global vision at Rituals, and we’re thrilled to have established a presence in Hong Kong, Malaysia, Thailand, Singapore, China and now Japan. We have achieved substantial success in Europe while in East Asia, particularly Japan presents a compelling market opportunity. This region boasts fast-growing, diverse, and vibrant beauty and personal care industries.”

Bluebell Japan president and chief executive Serge Grebert said: “Our collaboration with Rituals signifies a new chapter in bringing quality wellbeing products to Japanese consumers. We are honoured to support their growth and expansion in this market. This year our group celebrates 70 years of fragrance and beauty expertise in Japan. We are more committed than ever to introduce innovators in this category such as Rituals to Japanese consumers. ”