Rains Lands in Shanghai with Its First Asia Flagship at HKRI Taikoo Hui

A First for Asia The Shanghai flagship is Rains‘ first permanent retail presence on the Asian continent, and its opening signals a clear acceleration in the brand’s strategy to build a fully integrated, direct to consumer retail model worldwide.

Founded in 2012 by Daniel Brix Hesselager and Philip Lotko in Aarhus, Denmark, Rains began as a contemporary reinterpretation of the classic rubber raincoat and has since evolved into a complete urban outdoor lifestyle brand spanning outerwear, ready to wear, bags, homeware, footwear, and travel.

The choice of HKRI Taikoo Hui, one of Shanghai‘s most prominent luxury and lifestyle retail destinations, reflects the brand’s ambition to reach a style forward urban consumer in one of the world’s most competitive retail markets.

The Store: Fog, Grey, and Yellow Spanning 148 square meters, the Shanghai flagship is designed as a calm, structured environment built to encourage visitors to linger and explore…