Belgian private jet company ASL and its Dutch subsidiary JetNetherlands have established a strategic partnership with the Dutch home and body cosmetics company Rituals, to provide business aviation clients and passengers with a unique and relaxing experience before, during and after their flights.

Through this partnership, ASL and JetNetherlands will offer Rituals products across the fleet as well as in all their offices and airport lounges in Belgium and in the Netherlands. These products will also be available to customers who are making use of the company's network of FBO/ground handling VIP lounges.

A special amenity bag will be offered to passengers flying on long distances with ASL and JetNetherlands' mid-size and large jets.

ASL Group CEO Philippe Bodson says: “This is a beautiful and very exciting partnership, notably because of the geographic proximity of our companies. We are proud to support and promote our respective products and services and thereby contribute to the development of local activities and businesses.

“I believe our companies have very similar values and a common vision: we aim for excellence and for permanent improvement. This is what drives our activities every day, and the combination of Rituals products with our business aviation services is a perfect match for our customers.”

Rituals CEO Raymond Cloosterman adds: “As a Dutch brand, Rituals is especially proud to announce our collaboration with ASL and JetNetherlands. Although we are growing our global presence every year, we will always be driven by our roots, which began here in Europe. Expanding in the travel space is something that's always been at the heart of Rituals, as our philosophy is all about unveiling meaningful moments and finding happiness in the smallest of things, which can sometimes be overlooked for busy travellers.”