The former managing director of Rituals has taken on a new leadership role at a French beauty retailer as it plans to enter the UK market, Retail Week can reveal.
Penny Grivea was the managing director of Rituals for nine years until December 2023. She is now the UK and Ireland managing director at Aroma Zone.
The French company focuses on “natural beauty and well-being”, boasting over 2,000 products and a network of 23 boutiques.
According to its LinkedIn, Aroma Zone’s ethos is “to bring the best of nature, backed by scientific expertise, while respecting both people and the planet”.
The retailer has spoken of its plans to enhance its product range and expand its store network in France, along with entering the UK market.
As of 2024, Aroma Zone has nearly 3 million active customers.
Grivea took on the role this week and will be responsible for leading the business in the UK and Ireland. The retailer plans to launch its first store in London by the end of 2025.
The website aroma-zone.com will also be available in English by this summer as it makes its presence known in the UK.
Speaking to Premium Beauty News earlier this year, Aroma Zone chief executive Sabrina Herlory Rouget said: “Our entry into the British market will combine ecommerce and a physical presence.
“The UK market strongly resonates with our universal approach, where the balance of quality and price is crucial, with a strong emphasis on efficiency. We will launch in London at a carefully selected location, taking a highly pragmatic approach.”
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