Dufry in partnership with Rituals Cosmetics, are expanding the wellbeing category in travel retail with five brand new standalone stores, which have been introduced in key locations across Europe during the final quarter of 2022.

To mark the completion of all five stores, an official launch was held yesterday in Barcelona, where the largest of the Rituals stores is located, and incorporates the brand’s bed and bath range, as well as its deluxe home products.  Representatives of Dufry and Rituals attended an official ribbon cutting ceremony.

The first store opened at Madrid Barajas Airport at the end of September 2022. Located in T4, it features Rituals’ regular store concept and offers customers an extensive and accessible product range including both home and body care, making it simple to follow the brand’s ethos: to transform daily routines into more meaningful moments. Subsequent store openings took place in mid-October at Barcelona El Prat Airport and Alicante Airport in Spain, with two more store openings at Palma de Mallorca Airport in November.

Three of the stores (Madrid, Barcelona, and Palma de Mallorca Main Departure lounge) are styled according to Rituals’ regular travel retail store concept, while Alicante and Palma de Mallorca C Gates feature Rituals’ boutique store concept, adapting the Rituals experience to the retail space and focusing on the best-selling core assortment.

Speaking on behalf of Dufry, Antonin Carreau, Global Director for Beauty commented, “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. We are very excited to help drive the growth of this important category with these beautiful new stores, to create a more diverse and sustainable offering for today’s increasingly health and wellbeing conscious travellers.”

Raymond Cloosterman, Founder & CEO of Rituals Cosmetics continues, “Just a couple of months ago, Rituals celebrated the opening of our 1000^th 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 partnersips, and building an even stronger community around our brand. There are still so many dreams to fullfill. 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.”