The Rituals story
Rituals started with a simple but powerful idea: that even the most ordinary moment, a morning shower, a lunchtime coffee, the walk home after work, can be transformed into something that feels meaningful. It's a philosophy that has turned a single concept store into a global retail brand with over 1500 stores and a significant presence across Europe, Asia and the Middle East.
That philosophy only works if the people delivering it feel it themselves. A store manager who can build a fair, workable rota has more headspace for the customer in front of them. A frontline employee who trusts that their hours are right can focus on the moment they're trying to create, not the admin waiting for them after their shift.
As Rituals set its sights on 2,500 stores, 25,000 employees, and $4 billion in revenue by 2030, the organisation actively tackles this tension. Instead of replacing its workforce management platform, Rituals focuses on unlocking the full value of the system it already has.
A long-term partnership, and a familiar problem
Rituals has partnered with Quinyx for nearly 10 years, gradually rolling the platform out in a phased approach that reflects the complexity of operating across 18 countries. The opportunity was clear: scheduling practices varied across markets, payroll data wasn't always flowing as cleanly as it could, and HQ visibility into labour hours at a local level was limited. In some markets, familiar tools were still filling gaps that Quinyx was built to close.
"Next to Quinyx, we had one other global WFM – called Excel. So, we also needed to make sure that heads of retail and area managers stop accepting Excel, and really drive people to the system."
The task was straightforward: take a platform with strong foundations and push it further, deeper into the organisation, more embedded in daily habits, and more central to how Rituals would achieve its global ambitions.
Getting everyone on the same page
The teams quickly recognised that the gap between having Quinyx and truly using Quinyx wasn't a technical one. It was human. "It's about a combination of factors… It's crucial to have the right stakeholders involved." Three groups all had a stake in getting this right and needed to be part of the solution.
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HR teams were responsible for compliance and payroll accuracy.
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Retail teams needed to make better scheduling decisions in their local markets.
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Business control teams were the ones managing personnel costs at a global level.
For years, these groups had been operating with different tools, different data, and different incentives. Getting everybody aligned around a single platform and a shared way of working was the real work.
Making it stick: achieving 97% active users with the champions model
Rituals knew that real behaviour change across such a large organisation isn't something you can mandate from the top. Instead, the organisation built a network of local Quinyx "champions": key users in each market who act as experts and advocates for the platform. They answer questions, solve issues and actively share improvement ideas with the central team. By involving people in this way, Rituals turned the programme into something teams build together rather than something imposed on them.
Global workforce management rollouts often struggle to move beyond passive usage, with employees downloading an app they rarely open. Against that backdrop, Rituals' numbers stand out. 97% are actively using the app in the week before their shift, and 84% log in on the day of their shift.
“Adoption is always key. We work with local key users to make sure they are Quinyx ambassadors. They not only drive usage and knowledge, but also come to us with their demands on improvements and gather input on the challenges from the field.”
More innovative scheduling, happier employees
There's something fitting about a company whose entire brand is built around meaningful moments choosing to invest so deeply in the experience of its own people. Smarter scheduling isn't just a back-office efficiency gain. It's what allows a store manager to build a rota that actually works for everyone. It's what gives a frontline employee confidence that their hours are right. It's what frees up time and energy that can go into the customer experience instead.
Key takeaways
Rituals invested in Quinyx for the long term and paired that investment with a strong focus on change management. As a result, the organisation achieved industry-leading adoption. By eliminating manual workarounds from its processes, Rituals strengthened compliance, improved payroll accuracy and reduced costs. The company also reshaped how teams across HR, Retail and Finance collaborate daily.
By approaching workforce management as a people challenge first and a technology challenge second, Rituals transformed a platform it had used for years into a genuine competitive advantage.