Rituals has seen impressive growth over the past years — and they’re not planning to slow down anytime soon. A key pillar in the company’s strategy is the continued expansion of the Rituals brand, both nationally and internationally. The goal: 20% growth this year. A goal that now seems within reach. While this target is within reach, sustained growth also comes with serious challenges. So, how do you ensure your supply chain keeps performing at its best and can actually support that growth? That’s the ongoing challenge Involvation has been helping Rituals with for years.
Daniëlle Roet has been with Rituals for about four years and recently stepped into her current role as Manager Business Technology. Daniëlle is responsible for supply chain, logistics, planning & forecasting system / projects. “At Rituals, we only want to work with the best systems on the market,” says Daniëlle. “That means we use a variety of systems — I recently heard the number 150 mentioned.”
All these different systems add a layer of complexity, as every change has to go through multiple layers. “That’s why it’s important for us to work with people who understand both the business and the technology. Digitalisation is a critical success factor — so that expertise must be in place.” According to Daniëlle, the consultants from Involvation tick those boxes. Currently, Allard Bontes, Arike van Rooij, Carmen Soulier, and Ruben Meijer are supporting Rituals on behalf of Involvation. “Thanks to their deep understanding of supply chain processes, we’re able to work at a very detailed level.”
So, what makes Rituals and Involvation such a successful match? At Rituals, they see the value of mixing different profiles. Senior professionals bring deep expertise, while younger talent brings innovation and fresh thinking — a key reason behind Rituals’ ongoing growth. This mindset fits perfectly with Involvation’s approach. “You don’t often find a partner with such a refreshing ‘think-and-do’ attitude. That kind of cultural match is important — it’s why we continue working with Involvation.”
Diverse projects, continuous challenge
Allard Bontes has been working with Rituals for about two years and also sees this strong fit. “They operate on a high level,” he says. “You really feel the drive everyone has to achieve the best possible results — and that energy is contagious.” Like his colleagues, Allard is involved in various projects, which keeps the work both engaging and challenging. Allard adds: “Of course, as a consultant you want to explore different companies, but thanks to the wide range of projects, it stays interesting.”
These projects include upgrading systems, optimizing planning structures, and implementing new supply chain tools — from planning software to master data systems and reporting tools. All aimed at building a high-performing, end-to-end supply chain. This perfectly aligns with Involvation’s vision that the supply chain isn’t a silo, but a connector across the entire business.
Daniëlle highlights an important reality: a consultant’s involvement is temporary. That’s why their knowledge needs to stick. She sees the consultants’ role partly as mentors: not only do they bring system knowledge, but also valuable market insights gained through experience. “For some of our team members, Rituals is the first or second company they work for. This means they don’t yet have that broader market knowledge. The Involvation consultants help transfer that expertise.”
Beyond the consultants’ input, Rituals has partnered with Involvation to launch the Rituals Supply Chain Academy — a structured programme with learning modules designed to get new employees up to speed fast and ensure vital knowledge is retained, even when the Involvation consultants step away.
Rituals is a leading luxury brand for home and body products, founded in the Netherlands. Today, the company operates around more than 1000 stores across 33 countries. With a strong focus on sustainability, Rituals is proud to be B Corp certified.