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 may be additionally a vogue undercurrent by way of its jackets, equipment, and journey gadgets. Based 12 years in the past in Denmark, the corporate initially targeted on Europe and Scandinavia earlier than increasing into the U.S. with the intention of changing 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, might probably have between eight and 10 shops in New York Metropolis, in response to chief govt officer Jan Stig Andersen.
“The way in which we work is that we take a look at the synergies between our income streams. It was essential for us branding-wise and consciousness sensible to open shops,” he mentioned.
By design, not one of the firm’s shops look the identical and so they additionally fluctuate in dimension. The Madison Avenue one, for instance, is extra centered on branding to introduce new customers, whereas the SoHo location has extra of an inventive aptitude to swimsuit that space. The uptown outpost has a barely greater common worth because of the 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 % of Rains’ international enterprise of practically $150 million. That important market proportion was developed in about three years, in response to Andersen. Rains has been seeing an annual development charge between 40 and 45 %, he added. Attire — nearly all of which is outerwear — accounts for 50 % of the model’s gross sales and equipment comprise the opposite half. Rainwear is a energy for Rains, which additionally has fashion-minded clientele thanks partially to having staged runway exhibits throughout Paris Vogue Week.
The outside of Rains’ Madison Avenue retailer.
Photograph by Francesco Stelitano/Courtesy Rains
Though wet or chilly climate will bolster gross sales, the model isn’t fully climate dependent. Andersen mentioned, “We now have two legs to face on — performance and a vogue dimension. After all, it’s good when it rains, as a result of we promote numerous raincoats. However the vogue half additionally makes our enterprise very stable 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 mentioned. 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 probably be launched subsequent fall. These plans are anticipated to spice up annual gross sales within the area between 35 and 45 %, throughout that time-frame, Andersen mentioned.
