Rituals Spends €40M Redesigning 1,500 Stores, Skips Digital Signage
2026-08-26 · via invidis
Rituals is redesigning 1,500 stores across Europe in a project the cosmetics chain says represents a €40 million investment. The work is scheduled for August and September 2026 and is meant to be completed within 30 working days per location, according to the company.
For digital signage suppliers and integrators watching the beauty retail sector, the notable detail is what's missing. According to invidis, digital signage is not part of this renovation. The money is going into furniture, layout and a lighter, more premium interior look, not screens.
The centerpiece of the redesign is a concept Rituals calls Beauty World, which groups skincare, makeup, hair and fragrance products into a single area of the store. Other product lines, including the Private Home Collection and the men's and hair care ranges, are getting more prominent placement. Most renovated stores will also add the Luxury Travel Collection. Rituals is timing the rollout to coincide with new product launches.
An existing signage relationship, untouched for now
Rituals has worked with Netherlands-based integrator First Impression for seven years, according to the report, and that partnership has produced installations including a rotating 3D display. Neither invidis nor Rituals suggests that relationship is ending. The current renovation simply does not include a signage refresh alongside the furniture and layout work.
That matters for two reasons. First, it shows a retailer can commit tens of millions of euros to a physical overhaul and still leave screens out of scope, which is a reminder that signage budgets and store-design budgets are not automatically bundled together even at brands that already use digital displays. Second, it leaves open whether a signage update will follow later, once the new layouts are in place, or whether Rituals sees its current digital installations as sufficient for the redesigned spaces.
What it signals for the sector
The broader context here is a shift in beauty retail toward experiential, hands-on shopping. Shoppers want to test products and linger rather than move through quickly, and store design is being adjusted to support that behavior. Digital services such as click-and-collect are mentioned as a complement to that in-store experience, but they are not framed as central to this particular renovation.
Rituals says it is planning a similar store makeover for its locations in Asia and the Middle East, targeted for the first quarter of 2027. Whether digital signage is part of that later phase is not stated in the announcement.
For signage integrators, the takeaway is that a marquee retail client can run a major, well-funded store transformation without touching the display estate, and that a long-standing vendor relationship does not guarantee inclusion in every renovation cycle.
The announcement in full
Reproduced from invidis for reference. Digital Signage Magazine did not write the text below.
Rituals is investing €40 million to redesign 1,500 of its stores across Europe. Over 30 working days, the brand is refreshing displays, furniture and store layouts. Physical retail is gaining importance for the beauty brand.
Rituals is giving its European stores a major facelift. The cosmetics chain announced it will redesign 1,500 boutiques across Europe in August and September 2026. The work will be completed within 30 working days. Rituals says the project represents a €40 million investment.
The stores will get a lighter, airier look. The interior design will also take on a more premium feel.
A central concept spanning all stores is the Beauty World. It brings together skincare, makeup, hair and fragrance products in one space.
Other collections are also getting more prominent placement in stores. These include the Private Home Collection, along with the men’s and hair care sections. Most of the redesigned stores will also carry the Luxury Travel Collection going forward. The store transformation coincides with the launch of new products.
According to invidis information, digital signage is not part of the renovation for now. The move still shows that physical presentation and store design are becoming more important in retail.
In digital signage, First Impression has been a Rituals partner for seven years. The Netherlands-based integrator has delivered striking installations for the brand, including a rotating 3D display .
This trend is especially visible in the beauty and cosmetics sector. Shoppers want to explore products at their own pace. That’s why stores increasingly invite them to linger and try things out. Brands like Rituals are responding to that need. Digital services such as click-and-collect complement the hands-on experience.
Rituals says it plans a similar makeover for its stores in Asia and the Middle East. The rollout is set for the first quarter of 2027.