Wellbeing beauty brand Rituals taps RELEX Solutions omnichannel supply chain and retail planning tools

Rituals has enlisted RELEX Solutions to deliver end-to-end supply chain optimisation capabilities. It will leverage the company’s technology across its stores, e-commerce site, product distribution and production operations.

This will include sales and operations planning, forecasting, replenishment solutions and production planning tools to enhance demand forecasting accuracy, optimise availability and inventory levels as well as to streamline production processes.  

Operating in 36 countries, Rituals manages 1,300 company owned and franchised stores, and its e-commerce site ships to over 30 countries around the world. It is is a Certified B Corporation.  

With this implementation, it aims to use a single tool with integrated end-to-end planning and execution capabilities across its locations to ensure seamless coordination from planning to execution. With planned expansions in European and Asia-Pacific markets, Rituals sought a system to improve efficiency and effectiveness, whilst supporting their supply chain with sufficient capacity.  

“Embarking on a new strategy to align end-to-end supply chain planning and optimisation with RELEX allows us to improve accuracy and efficiency across our operations. With one aligned forecast, we can better anticipate customer demand and support growth in our existing and emerging markets,” says Mark Hoppenbrouwers, Senior Director Global Planning & Supply Development, Rituals.    

“This is also a significant step towards supporting our future growth and ensuring our innovative products are always available to our customers.”

RELEX's AI and ML-based forecasting capabilities ensure that Rituals can accurately predict demand across its diverse product range, reducing stockouts.

Combined with RELEX's replenishment tools, it can maintain optimal inventory levels for each product category in stores and distribution centres, minimising excess stock and reducing carrying costs, which is crucial to manage the shelf life of cosmetic products. Given its status as a B Corp organisation, RELEX will help balance product availability with spoilage costs. 

Rituals will also implement production planning solutions to optimise and automate scheduling, ensuring that production plans at their full-service supplier base are feasible and cost effective for execution. With this in place, it can anticipate significant improvements in product availability with enhanced visibility over their (outsourced) production processes.  

With both production planning and replenishment managed within the same platform, Rituals can ensure that production schedules are aligned with demand forecasts, allowing it to quickly respond to changes in demand, which is crucial for managing its diverse product range.

“We are thrilled to begin working with Rituals as our shared business attitude and culture makes this collaboration a great match. By choosing RELEX, Rituals is leveraging our proven market leading track record in the health and beauty industry. We look forward to supporting Rituals to keep ahead of the competition and continue to deliver exceptional products to their customers,” says Bas van Lith, Sales Director Benelux, RELEX Solutions.   

2024 RTIH INNOVATION AWARDS

Supply chain technology is a key focus area for the sixth edition of the RTIH Innovation Awards, which is now open for entries.

The awards, sponsored by CADS, 3D Cloud, Brightpearl by Sage’s Lightning 50, and Retail Technology Show 2025, celebrate global tech innovation in a fast moving omnichannel world.

Key 2024 dates

Friday, 25th October: Award entry deadline 

Tuesday, 29th October: 2024 shortlist revealed

30th October-6th November: Judging days

Thursday, 21st November: Winners announced at the 2024 RTIH Innovation Awards ceremony, to be held at RIBA’s 66 Portland Place HQ in Central London.