A Benelux Brand on the Rise: Rituals in China

It is encouraging to see Rituals (B Corp™), a standout brand from the Benelux, continuing to grow in one of the world’s most dynamic markets. Since opening its first Mainland China store in Shanghai just two and a half years ago, Rituals has expanded to 16 stores across the country, which is clear evidence of the strong appreciation it enjoys among Chinese consumers.

What makes this growth particularly noteworthy is the way Rituals brings together elegant design, accessible luxury, and well-chosen partnerships. A recent example is its 2025 collaboration with DiDi, China’s leading ride-hailing platform. Seeing a Dutch, family-owned brand featured in nearly every Premium DiDi vehicle in Shanghai is a remarkable achievement, especially given today’s economic environment.

Rituals’ journey in China goes beyond physical expansion. Much like the work of the Chamber, it reflects a broader effort to build bridges and connecting cultures, tastes, and business communities across borders.

Congratulations to Boudewijn Feith, Managing Director China, for leading the brand’s development in the world’s number one market. We look forward to seeing what comes next for Rituals in China.