Rituals to Unify Upstream and Downstream Supply Chain Planning and Optimization with RELEX

Luxury beauty brand to streamline global supply chain to increase organizational efficiency and support global growth.

Rituals, the wellbeing beauty brand, has selected RELEX Solutions, provider of unified supply chain and retail planning solutions to deliver comprehensive, end-to-end supply chain optimization capabilities. Rituals will leverage the use of RELEX across their stores, e-commerce site, product distribution and production operations. This will include sales & operations planning, forecasting, replenishment solutions and production planning tools to enhance demand forecasting accuracy, optimize availability and inventory levels as well as to streamline production processes. 

The Dutch cosmetics company offers a range of home and body collections that includes skincare, bath and body care, perfume, and home fragrance. Operating in 36 countries, Rituals manages 1,300 company-owned and franchised stores, and their e-commerce site ships to over 30 countries around the world. Dedicated to sustainability and personal well-being in the beauty luxury industry, Rituals is a Certified B Corporation™. 

With this implementation, Rituals aims to use a single tool with integrated end-to-end planning and execution capabilities across their 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 optimization 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. This is also a significant step towards supporting our future growth and ensuring our innovative products are always available to our customers,” said Mark Hoppenbrouwers, Senior Director Global Planning & Supply Development, Rituals.    

RELEX’s advanced 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, Rituals can maintain optimal inventory levels for each product category in stores and Distribution centers, minimizing excess stock and reducing carrying costs, which is crucial to manage the shelf life of cosmetic products. Given their status as a B Corp™ organization, RELEX will help balance product availability with spoilage costs, leading to significant waste reduction. 

Rituals will also implement production planning solutions to optimize and automate scheduling, ensuring that production plans at their full-service supplier base are feasible and cost effective for execution. With this in place, Rituals 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 them to quickly respond to changes in demand, which is crucial for managing their diverse product range. With a unified platform, orchestrated decision-making reduces the risk of stockouts and overproduction, and data consistency and accuracy are ensured across all planning activities.  

“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,” said Bas van Lith, Sales Director Benelux, RELEX Solutions.