The location for a new store has been confirmed after a luxury brand’s plans to open in Watford were revealed this week.

Atria Watford has today (September 27) confirmed that the upcoming Rituals store in the town is lined up for the upper mall of the shopping centre.

On Monday (September 25), industry news publication Retail Week reported that the lifestyle business, which sells home decorations, cosmetics, and wellness products, is targeting 10 new store openings before the end of the year.

One was apparently set to be in Watford, and this has now been confirmed.

Locals hoping to get their hands on Rituals products are unlikely to be left waiting until the very end of the year as an “autumn” opening is expected.

In the meantime, the nearest locations to Watford are at Brent Cross, Westfield, and Kensington in London. There is also a relatively nearby branch in Heathrow Airport.

Alongside the 10 store openings targeted by the end of the year, the Dutch brand is also reportedly aiming to open 25 more UK and Ireland stores next year.

According to Retail Week, upcoming and recent openings have come as part of a “rapid expansion” plan for the company in the region.