The Scandinavian outerwear specialist Rains has opened its thirtieth retailer internationally with a Madison Avenue location.
As its title hints at, Rains is all for inclement and chilly climate, however there’s additionally a trend undercurrent by means of its jackets, equipment, and journey objects. Based 12 years in the past in Denmark, the corporate initially centered on Europe and Scandinavia earlier than increasing into the U.S. with the purpose of turning into extra worldwide. With a handful of shops in New York, Rains’ latest addition is a 600-square-foot one at 575 Madison Avenue and one other will quickly bow on the Belmont Park Village. Rains, which additionally sells on-line and wholesales to specialty shops like Bergdorf Goodman, Nordstrom and Bloomingdale’s, may probably have between eight and 10 shops in New York Metropolis, in line with chief government officer Jan Stig Andersen.
“The best way we work is that we have a look at the synergies between our income streams. It was crucial for us branding-wise and consciousness smart to open shops,” he stated.
By design, not one of the firm’s shops look the identical they usually additionally fluctuate in dimension. The Madison Avenue one, for instance, is extra centered on branding to introduce new consumers, whereas the SoHo location has extra of an inventive aptitude to go well with that space. The uptown outpost has a barely increased common worth as a result of neighborhood’s well-heeled shoppers. It is also significantly extra compact than the Williamsburg retailer, which is 1,600 sq. toes. The Madison Avenue location has been designed by the architectural agency Stamuli.
As of now, North American gross sales account for between 20 and 25 p.c of Rains’ international enterprise of almost $150 million. That important market proportion was developed in about three years, in line with Andersen. Rains has been seeing an annual development charge between 40 and 45 p.c, he added. Attire — the vast majority of which is outerwear — accounts for 50 p.c of the model’s gross sales and equipment comprise the opposite half. Rainwear is a power for Rains, which additionally has fashion-minded clientele thanks partially to having staged runway exhibits throughout Paris Trend Week.
The outside of Rains’ Madison Avenue retailer.
Picture by Francesco Stelitano/Courtesy Rains
Though wet or chilly climate will bolster gross sales, the model just isn’t fully climate dependent. Andersen stated, “Now we have two legs to face on — performance and a trend dimension. In fact, it’s good when it rains, as a result of we promote quite a lot of raincoats. However the trend half additionally makes our enterprise very strong through the yr.”
This fall’s unseasonably heat climate has been a problem, however the unpredictability of climate is one thing that’s ongoing, the CEO stated. With plans to open a retailer in Vancouver subsequent month, Rains goals to construct its wholesale distribution, on-line enterprise and freestanding retailer footprint in North America within the subsequent three years. Moreover, will likely be launched subsequent fall. These plans are anticipated to spice up annual gross sales within the area between 35 and 45 p.c, throughout that timeframe, Andersen stated.