8,503FTEs employed across 20 countries in 2024
Employees
As a wellbeing company, healthy and energetic employees are crucial for our sustainable growth. In 2024, Rituals employed a significant number of people across multiple countries.
Grow diverse talent
Attracting, retaining, and growing the best and diverse talent is an essential part of our business strategy and success depends on improving and maintaining our strong company culture.
8,503
Average FTEs in 2024 (up from 7,223 in 2023)
1,061
HQ Staff growth (+10% vs 2023)
20
Countries of operation
Diversity, Equity, and Inclusion
Rituals welcomes and acknowledges the importance of Diversity, Equity, and Inclusion with respect to gender, age, nationality and other important differences.
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Hiring and onboarding
New employees are welcomed via a two-day programme called Rootcamp and we use a digital module to ensure smooth onboarding for all new managers in the offices.
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People development
To support the development of our store and office employees we have simplified our grading structure with House of Careers and a clearer, more refined approach is now in place for store managers, too.
We launched a Retail career guide and unveiled career paths for office employees via Career Navigator to support internal job development.
Managers have also participated in career development workshops to better support their employees. All trainings for store and office personnel is made available via the Book of Rituals, a new Learning management system.
Top 25%
Our eNPS score of 42 is in the top 25% engagement score of ‘Retail Industry’
Culture & Engagement
At Rituals, We are driven by a deep-rooted desire to care. For our customers, ourselves, the world and each other. That's why having a strong culture is key for success. Therefore we focus on strong engagement, our unique FOAM model, and creating a safe and inclusive work environment.
Culture & wellbeing
We relaunched our behavior framework FOAM:
• Focus on customer
• Ownership
• Aim big act small
• Meaningful connection
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Code of conduct
At Rituals, all team members are expected to report misconduct, supported by clear guidelines and policies shared at the start.
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Governance
Governance ethics and business conduct are key to preserve Rituals' values and passionate beliefs. We have a Code of Conduct in place, a whistleblower policy, and an Integrity Committee advising the Board of Directors.
Each year, Rituals reviews the Code of Conduct to ensure it reflects the current operating context and the latest legal requirements. The Code of Conduct and whistleblower policy are part of our onboarding program and the mandatory fundamentals training, and are publicly available.
Suppliers
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Diversity, equity and inclusion
We strive for gender balance at all levels of the organisation, including the Executive Team which is composed of the executive directors, managing directors and the executive committee. As per 31 December 2024, there were 15 female and 14 male employees in the team with a broad mix of personal backgrounds, experiences, qualifications, knowledge, abilities, and viewpoints.
Our workforce is diverse not only in terms of gender and geography but also in age to bring a wealth of experience and fresh thinking. On average, in 2024, our employee distribution by age in headcount, excluding the seasonal headcounts, was as follows: under 30 years old (10,946), between 30-50 years old (4,737), and over 50 years old (892).
In 2024, we collaborated with Tiling the Lens, an expert in the field of disability and accessibility, on an HR, retail and online scan with the most impactful findings to be implemented in the coming years. Meanwhile our DE&I dashboard allows us easy insight into our diversity data to steer our KPIs.
Last year we also invited an expert on LGBTQIA+ rights and history to one of our monthly InspiRituals sessions. Next to this, we continued our monthly Inclusion Talks; informal online sessions for all our employees by internal and external speakers, with all kinds of DE&I subjects, such as neurodiversity, accessibility & disability, and cultural differences. Lastly, our Employee Resources Groups (ERGs) on LGBTQIA+ and Omni-culture, have become more structured and impactful with more participants and initiatives being rolled out.
employee distribution by age in headcount
under 30 years old
10,946
66%
between 30-50 years old
4,737
29%
over 50 years old
892
5%
Hiring and onboarding
We launched a new global career site to better communicate our values and share vacancies while our internal career site was launched to support existing employees in their career development.
New employees are welcomed via a two-day programme called Rootcamp and we use a digital module to ensure smooth onboarding for all new managers in the offices (both central and local head offices). Store managers receive their own fundamentals training to ensure necessary knowledge and skills.
People Pulse result
The overall Engagement score of 8.3 (vs 8.4 in 2023) is far above the benchmark of 7.5. While the response rate dropped from 81% in 2023 to 77% in 2024, the global eNPS score (expressed in ‘how likely are you to recommend Rituals as a place to work?’) remains high at 42.
Happiness
For the first time as part of the survey we asked our employees for their happiness scores. At 8.4 the result was encouraging. The open comments made it clear that when it comes to the happiness of our employees, feeling a part of the Rituals community is vital. From this year we will deploy our global People Pulse annually with more local People Pulses happening frequently alongside leaver’s feedback.
Culture & wellbeing
Culture
We now have a great platform to better exchange formal and informal information via The Bubble. For the store employees, Your Rituals was already in place, but now office employees can also benefit from a dedicated channel. New initiatives, like our behavioural framework FOAM, are circulated via The Bubble.
FOAM was relaunched in 2024 to strengthen key behaviours:
- Focus on the customer
- Ownership
- Aim big act small
- Meaningful connection
Wellbeing
We know that our environment can be key to happiness and success which is why we invest in policies such as our health management policy and wellbeing programmes. Our wellbeing programs are built on the Rituals Wellbeing Framework, which is a holistic approach founded on three essential pillars: Body, Mind, and Soul. 2024 initiatives included the ‘Welcome Back, Mom’ workshops to help mothers returning to the business.
Our care for our employees extends to their mental health, too. To do our part we ensure they have access to professional psychological support, financial budget coaching, online meditation classes, and continuous development opportunities.
Code of conduct
We attach great importance to a safe and healthy workplace for our employees so we have made it the responsibility of all Rituals team members, including those working per assignment within our workspaces, to speak up when they see misconduct. We have a reporting process in place to escalate misconduct and our Code of Conduct and Whistleblower Policy are shared with all employees when starting their employment or assignment.
Our Code of Conduct demonstrates how we put Rituals’ values and passionate beliefs into practice. These values help current and future employees and business partners to understand our company culture, brand values, and the behavioural qualities we require. The policy outlines Rituals’ principles on human rights, discrimination, conflict of interest, money laundering, corruption, and tax evasion.