Retail in Asia


Outerwear brand Rains opens second store in Shanghai

Scandinavian outerwear brand, Rains opened its second store in Shanghai on 18th December. The conceptual space featuring rainwear, thermal and transitional outerwear, apparel, bags, and accessories is located in the Jing An District, just two-minutes away from the shopping street of Nanjing Xi Lu.

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Minimalist, the store interior features a mix of materials in warm grey and yellow colours highlighted by illuminated geometric installation.

In addition to the main collection, the store showcases exclusive design concepts such as special collaborations; exclusive runway show designs, and limited-edition capsule collections.

The store will also host special events and popups, nurturing a local community of Rains followers.

“The digital-only Gen Zer is a myth data continues to debunk. As Rains grows and earns more loyal customers, we must meet them with the right mix of physical and digital product availability. Our stores are where we add another layer to the brand experience. Where customers can touch, feel and try our tactile products, speak to friendly experts and experience Rains events in our branded environment,” said Jan Stig Andersen, Rains CEO.

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Spanning 11 countries, the brand currently operates 28 stores and plans to open more stores across four continents.