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European brand plants flag out West

A Dutch beauty and wellness brand is expanding its U.S. retail footprint.

Rituals, founded in 2000 by a former Unilever executive, has opened its first West Coast store, at Westfield UTC in San Diego. The Amsterdam-based company has nearly 600 stores in 27 countries, including 12 U.S. locations (in the New York area), along with 1,500 in-store shops and four spas. It’s on track to have some 700 stores by year-end.

"Our West Coast expansion is a very meaningful moment in our brand narrative, said Marjolein Westerbeek, president, Rituals USA. “The community here on the west coast adopted the wellness philosophy very early on, and we have loyalists here who have been eagerly asking us to bring the Rituals 'slow down' movement here, to California.”

Rituals takes it cues from ancient traditions of Eastern culture, encouraging consumers to practice mindfulness and find joy in the smallest of things. Product offerings range from body/skin care and mineral make-up to home fragrances, candles, and assorted teas.

Each product — there are over 400 in total — is inspired by an ancient Eastern tradition, according to the company.

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