Become the local entrepreneur
"In Rains we have developed an Operational Partner Model that enables our partners to be successful from day one. And when our partners succeed, so do we."
- Henrik Skøtt Jensen, Head of Retail
Ready to run your own business?
Rains is a company with the vision to Build an iconic, global lifestyle brand. To succeed we have to be very ambitious and reach for high goals. To us, our retail is important. Our physical retail spaces offer the opportunity to create immersive experiences that reflect our identity, values, and aesthetics. All our stores are uniqely designed, and embraces the local spaces. We will continue to inspire and intrigue our customers.
Today, we have +25 retail stores around the world and our goal is to expand our retail business to 70 retail stores by 2027.
Retail as a growth driver
All our retail stores are profitable as single retail units. This allows us to be ambitious when considering retail as one of the main growth drivers in our company. Our Retail Partner Model is the foundation for expanding our retail chain. As our Retail Partner you will be taking in rainwear, thermal and transitional outerwear, other clothing, bags, and accessories into your store.
Direct Customer interaction
Our Retail Stores offer direct customer interaction allowing us to understand preferences, feedback, and buying behaviour. This insight is invaluable for product development, marketing strategies, and overall brand positioning.
Store formats
Rains’ first-ever store, originally opened in 2016, was updated with the introduction of industrial touches such as graffiti and stainless-steel hardware alongside custom works by local artists because we want to tickle the customers' curiosity.
Rains has engaged in a collaboration with the Danish designer Jacob Mathias Egeberg when designing the stores, because the core design languages and aesthetics speaks well together. The collaboration grew from the idea of the industrial craft that meets nature as a force. The artificial and the natural. A theme that Jacob Mathias Egeberg have been exploring in his own practice and is well aligned with the Rains identity.
Every element is meant to function within a retail space and carries that extra layer. By not only being sculptures meant to live in a white cube gallery space, but sculptures that serves a purpose in a larger act of unique customer experiences. It adds another level and brings a different life into the work, a performative aspect. It is fulfilling to see the work in its various forms, inhabit the retail landscapes and to witness it all come to life when the product- and costumer-interaction begins.
Flagship store
The location of our Flagship stores is key. Only selected premium locations with high footfall meet the needs requirements of our flaghip stores. At +150 m2 we welcome our customers into a supreme branded universe offering space for events happenings and the broadest range of Rains products.
Icon store
Our Icon store concept offers 80 to 120 m2 in premium location with high footfall. The stores present an elevated brand experience and high brand awareness. Along with a product range displaying all categories, our Icon store present limited collections and collabs, usually launched through influencer events.
Concept store
The size of our Concept stores usually ranges from 60 to 80 m2 located in fashionable boutique shopping areas. This easily scalable format welcomes our costumers to onboard the Rains branded experience offering a wide range of our product categories adapted to the specific market.
Marketing is key
Our global marketing team support new stores with a comprehensive opening event. On the guest lists are PR, local media and influencers. The opening event is the pinnacle of months of hard work, celebrating the welcoming of customers.
Communication
We believe in full transparrency and involvement in everything we do. Everyday we communicate with our partners and stores through our Rains App. It allows us to always be close to each other, and never miss out on news, guides and feedback.
Smart Business Model
As Retail Partner in Rains you get to operate the store through your own entity. Your set our own team – Rains support you with onboarding and training programmes.
You will be responsible for driving sales, merchandising and local activations. Rains will be supporting with training sessions, merchandising guides and all relevant marketing.
The location will be subleased to you from Rains as we take care of the main lease and the heavy investments that follow.
All stores are designed and fit out and maintained by Rains in cooperation with the local partner.
Selecting products is done in collaboration between Rains product department, Retail Merchandisers and the retail partner. Consignment business model enables the retail partner to sell the product before being invoiced.
Christine Lancereau
Retail Partner, Paris
Retail organization
In Rains we are an entire organization behind you, and we are always ready to help and support you in being successful. Every day we communicate with partners, store staff accross boarder and throughout the entire organization with our internal communication app. As our Retail Partner you can share ideas, find training modules for your staff and find merchandising guidelines.