Rituals extends China footprint through strategic partnership with CDF-Sunrise

Rituals has formed a strategic partnership with CDF-Sunrise Shanghai as the retailer and Amberich International (HK) as the brand’s operational partner in China to accelerate the brand's growth across major travel retail hubs in China.

The first milestone of this collaboration is Rituals' debut point of sale at Shanghai Pudong, China's busiest airport. The new Terminal 1 store opened in July 2025 and provides a relaxing oasis for shoppers to explore a broad range of Rituals' most popular collections.

This opening at Shanghai Pudong is the first step in a planned program of expansion across CDF-Sunrise's footprint in China travel retail, which also includes Shanghai Hongqiao Airport, Beijing Capital Airport and Daxin Airport. Rituals has already enjoyed a successful collaboration with CDF and Amberich International (HK), having partnered with the retailer to open a landmark boutique store at the cdf Sanya and Haikou International Duty Free Shopping Complex in Hainan. A major focus of the partnership with be targeting shoppers from key regions in China, including Shanghai, Zhejiang and Jiangsu.

Raymond Cloosterman, CEO at Rituals, said. "We are very proud of this partnership with CDF-Sunrise and Amberich International (HK) that really extends our mission across some of the key locations in China travel retail. Rituals is the fastest growing beauty brand in Europe and our presence in China's busiest airport is an important milestone for us as we continue to expand in Asia. Our innovative concept comes with a fresh perspective on beauty and wellbeing. Our products are elegant and distinctive and with our democratic price points, we can serve a much bigger audience."