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House of Rituals officially opened


Opening moment with from left to right: director House of Rituals Maaike Engelen, founder and CEO Raymond Cloosterman and country director Lizette Lulofs.

‘Corona or not, the flagship store is here’, headlines city newspaper Het Parool firm.

In the new flagship store ‘House of Rituals’ – also Rituals’ largest store worldwide -, just around the corner from the head office in Amsterdam, visitors can escape the hectic pace of everyday life and find a refuge to relax the body, the mind to rest to come and satisfy the soul. House of Rituals wants visitors according to the globally successful wellnessretail chain ‘in a unique brand experience with fragrance experiences for body and mind and offers many new, premium collections that are exclusively available in House of Rituals.’ Two of these collections are now also available online.

We take a look. The ground floor of House of Rituals is dedicated to a sensory experience with all the beloved Rituals collections. There are here Instagram-worthy places where you can try your favorite products from The Ritual of Sakura, The Ritual of Hammam and many more. On the ground floor there is also restaurant Rouhi where, according to the chef, ‘surprising flavors, textures and aromas stimulate the senses, inspired by culinary discoveries from Asia’. Rouhi opens its doors as soon as government measures permit. On the next floor you step into a world full of innovative and exclusive collections. The products of these premium lines are exclusively designed for House of Rituals.

In collaboration with marketing agency GoSpooky, Rituals is the first brand in the world to develop an Augmented Reality building tracker on Snapchat. Users of this application can experience House of Rituals with spectacular 3D effects. The filter is available from October 28, 2020 by scanning a ‘Snapcode’ at House of Rituals.

The collections bear the following sub-brand names within Rituals:


The Mansion Collection
The Mansion Collection is an all-new collection that takes the scent experience in your home to a higher level. Choose from the supersize luxury scented candles or decorate your interior with personalized scent sticks. Each special diffuser is made of hand-blown glass, contains a liter of interior perfume and is available in three different designs. The Cone Bottle is perfect for the real minimalist, while the Oval Bottle is better for the lover of classic luxury and the Round Bottle is designed for those who love a modern look. Each design is available in multiple colors. The bottles can optionally be filled with one of the nine scents from the Private Collection. With over a hundred variations in total, there is a suitable combination for every interior. In addition to the diffusers with fragrance sticks, this collection contains six supersize scented candles. Sweet Jasmine, Precious Amber and Savage Garden fragrances are available in XXL (2500 g) and XXXL (6000 g). The Mansion Collection is in House of Rituals and available online.


The Signature Collection
With the exclusive porcelain candle holders from The Signature Collection it is possible to create your own premium scent experience. Choose one of the eight candle holders with a special gold or platinum-colored design and your favorite scented candle from the nine fragrances in the Private Collection. With up to 72 combination options, there is plenty of choice. For durability and timeless elegance, the candle holders are reusable by refilling them over and over with the refills of 100% rapeseed wax. These have a burning time of no less than 60 hours. Put together your personal scented candle that fits perfectly into your interior or is the ideal gift for someone you love. The Signature Collection is in House of Rituals and available online.


House of Rituals The Talisman Collection
At the perfume bar, an experienced scent sommelier will help you create a personal perfume. No fewer than 25 special scents are available. The fragrances have been developed for the most sophisticated noses. Using the aromatic atmospheres of fresh, floral, sensual, woody or oriental fragrance families, you are bound to find the fragrance that best suits your personality. In three steps you compose your own perfume by choosing the desired scent, your favorite bottle and a suitable gemstone as an amulet. The scent envelops you in a positive feeling of strength and confidence. House of Rituals The Talisman Collection is only available in House of Rituals.


Bed, Bath & unique pieces
The luxury home products on the first floor are exclusively designed for House of Rituals. The collection contains special items to make every place in the house special. From sleeping soundly under luxury bedding to wrapping yourself in soft bamboo and cotton towels. Plus, you can create a serene interior with a wide range of eclectic interior items, including pillows and accessories inspired by Far Eastern atmospheres and traditions. Rituals also has a new collection of elegant travel accessories and jewelry. Each product reminds you to some degree of it slow living to embrace. These products are only available in House of Rituals. More than worth a visit.
(PvWK, photo above: Raymond Cloosterman looks around his new ‘House’ / credit: RetailRadar)

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