Raymond Cloosterman — The decisions behind Rituals

From an Amsterdam basement to 1,500 shops. Which choices made the difference? Rituals started in 2000 with a single shop on the Kalverstraat and a team of three people in a basement. For 2025 the brand reported net revenue of €2.43 billion. But how did founder Raymond Cloosterman get there, and which decisions along the way were less obvious than they now seem?

In this independent FOREFACT publication you discover how an experienced Unilever manager gave up his security for a brand of his own, why it took four years before a second shop opened and why Rituals chose its own shops alongside department stores and partners. You read how growth was long paid for out of profits kept in the business, what happened when hundreds of shops had to close in 2020 and why profit fell in 2022 despite strong revenue growth. You also read what is and isn’t public about the ownership, why EBITDA of €545 million is not net profit and how the pledge to give away 10% of net profit works.

From story to practice

We translate each turning point into a Decision Lab with theory, a fictional practical case with a worked example, a setback and a decision rule. Among other things, you work out your personal runway, the payback period of a shop, the margin per sales channel, the financing of growth and a stress test for a period without shop revenue.

What do you get?

• 43 pages with the full founder story.

• Eight chronological chapters on how Rituals developed.

• Six Decision Labs with business theory and fictional worked examples.

• Twelve digitally fillable worksheet pages with 24 fields in total and answer checks.

• A six-week Reality Test to apply the lessons yourself.

• A historical timeline and a box on what’s different in the Netherlands.

• 36 source references for further reading and verification.

Who is this guide for?

For (aspiring) entrepreneurs with an idea for a product, shop or brand, and for anyone who wants to understand how a Dutch brand grew internationally without big advertising campaigns, including the risks that came with it.

You don’t just read how Rituals grew. You examine which decisions, risks and lessons you can apply yourself.

Digital product · 43 pages · PDF · Available immediately after purchase

This publication was developed independently by FOREFACT and is not affiliated with, sponsored by or endorsed by Raymond Cloosterman, Rituals or any affiliated companies.