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|  | Rituals store in Tel Aviv Photo: Yoni Tovali
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Rituals opens 1st store in Israel
Dutch chain for home and body cosmetics planning nine additional stores in Holy Land; first one located at Tel Aviv's Dizengoff Center
Navit Zomer
Despite the recession, the Rituals chain is entering the Israeli market for the first time. The chain opened its first branch in the Holy Land last week, at Tel Aviv's Dizengoff Center, at a total investment of NIS 500,000 (about $126,422), and plans to open nine more stores in Israel
by the end of 2010.
Rituals is an international chain which was founded in Holland by Raymond Cloosterman, a former senior official at the Uniliver corporation. The chain has branches across Europe, and its products are also sold in prestigious department stores throughout the continent.
The brand, which was established 10 years ago, has received many prizes in the fields of innovation and marketing. Its concept is a designed and prestigious chain for home and body cosmetics, for reasonable prices.
The chain's franchiser in Israel is Iris Ben Yonatan, who comes from the medical cosmetics industry. "During these times of an economic crisis, customers will be able to enjoy a prestigious international brand for prices ranging between NIS 20-150 ($5-38)," she said.
The company is associated with many Hollywood stars, such as George Clooney, Julia Roberts, Angelina Jolie and Penélope Cruz.
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