From law student to director of Rituals in China
Alumnus interview
How does a tax law student become Managing Director of Rituals in China? For alumnus Boudewijn Feith, the path was less unlikely than it may seem. His studies in Leiden marked the beginning of an international career that ultimately brought him back to his second home: Asia.
When he started his degree, Boudewijn had a very different vision of his future. Hollywood films had inspired him to study law. ‘I pictured myself calling “Objection” and convincing juries that my client was innocent. It was only after starting my degree that I discovered the Netherlands doesn’t even have a jury system.’ But after his first year, he decided to continue and chose to specialise in tax law.
'I have both friends and business partners whom I’ve known since my student days.'
More than studying
Feith discovered along the way that tax law was not really for him. But university life was about more than studying. ‘My social life was just as important’, he says. He moved to Leiden and joined the board of the Minerva student association.
Organising alumni events was what he enjoyed most. He met generations of former Minerva members, including some who had lived through the Second World War. ‘It was amazing to see how many people keep coming back after all those years. It confirmed for me how formative your time at university can be. I still have friends and business partners from my student days.’
Asia as a second home
Part-time jobs sparked his interest in marketing and sales, and after graduating he joined Procter & Gamble in Rotterdam. They were less interested in his degree than in his talents and skills. ‘Strong analytical skills and the ability to work in a team were important. I learned how to distil complex issues down to their essence and to make decisions on that basis.’
The roots of his international career go back even further: Feith was born in Taiwan and spent part of his childhood in Hong Kong. He moved to the Netherlands before starting secondary school. ‘Asia has always felt like a second home’, he says. He moved to Hong Kong in 2015 and now lives in Shanghai with his family.
Building the business in Greater China
Today, he is Managing Director of Rituals in Greater China. ‘Rituals is already a well-known brand in Europe, but we need to build it from the ground up in Asia.’ From retail and e-commerce to marketing, supply chain management and corporate gifting, Feith is responsible for Rituals’ growth in Greater China.
He is fascinated by the pace of the Chinese market. ‘Trends come and go quickly, competition is fierce and nearly everything is digital. This is where things are happening. Many of the innovations you see in China today will reach Europe a few years later.’
At the same time, working between the Dutch headquarters and China requires cultural awareness. Feith sees himself as a bridge between the two worlds. He helps his team understand how decisions are made in Amsterdam, while also helping colleagues in Amsterdam understand what is needed to succeed in China.
‘Find something you’re good at and that gives you energy. Only then can you make a real impact.’
Start early
What advice would he give students with international ambitions? ‘Start during your studies and make deliberate choices: go on an exchange, take international courses or do an internship abroad.’ The most important advice Feith can offer applies to everyone: ‘Find something you’re good at and that gives you energy. Only then can you make a real impact.’