Danish outerwear and lifestyle brand RAINS is making a major move into Canada, reinforcing its North American presence with the opening of its first Canadian corporate store in Vancouver and a showroom in Toronto.
The new Toronto showroom, located at 90 Wingold Avenue, exemplifies RAINS’ commitment to establishing a deeper connection with the Canadian market. Positioned in a district known for its many wholesale showrooms, the space offers increased visibility among retailers and industry insiders. “Being in this area was a strategic choice,” said Jan Stig Andersen, CEO of RAINS. “It allows us to be part of a community where retailers come to explore brands, making it easier to showcase the full scope of our collection and engage meaningfully.”
The showroom, with its sleek stainless steel elements and organic forms by Danish artist Jacob Egeberg, provides an immersive brand experience. “It’s not just about displaying products,” Andersen emphasized. “We want retailers to experience the brand’s culture, understand our vision, and see how the collections can be merchandised.” Since its opening, the showroom has been instrumental in strengthening relationships with existing accounts and attracting new partners.
Vancouver Store: A Key Retail Milestone
RAINS’ first corporately run Canadian store is set to open at 2142 West 4th Avenue in Vancouver’s Kitsilano neighborhood, known for its vibrant mix of direct-to-consumer brands and fashion-forward clientele. “Vancouver is an ideal market for our first store,” said Mathilde Gade Jaeger, RAINS’ Marketing Manager for North America. “The city’s active, style-conscious demographic aligns well with our brand, and the neighborhood is a hub for innovative retail concepts.”
The Vancouver store will measure approximately 650 square feet of retail space with an additional 320 square feet of back-of-house space. “It will offer a comprehensive representation of our total collection, reflecting the climate and lifestyle of Vancouver,” noted Jaeger. While the Kitsilano location will not serve as a flagship or community store due to its size, RAINS remains open to future flagship opportunities in Canada.
A Unique Approach to Retail Design
RAINS distinguishes itself from other high-end brands by creating unique store experiences tailored to each location. “Each of our stores has a distinct character,” Andersen explained. “Whether it’s a community-focused store with events and DJs or a minimalist flagship, we respect the individuality of each location.” The Vancouver store will provide a balanced showcase of apparel and accessories, reflecting RAINS’ commitment to offering a diverse range of products.
Building a Presence in Canada
RAINS’ entry into Canada began over a decade ago through a distributor based in Vancouver. Approximately two years ago, the brand transitioned to self-distribution, signalling a commitment to a more localized and integrated presence. “Canada has always been a key region for RAINS,” Andersen stated. “Our move to open our own showroom and stores is about bringing our brand vision to life for Canadian consumers.”
The Toronto showroom, in particular, has proven valuable in building relationships with retail partners. “Since opening the showroom, we’ve seen existing partners deepen their engagement and new accounts come on board after experiencing the breadth of our collection,” Andersen said. The space acts as a central hub, providing retailers with a comprehensive understanding of the brand’s offerings and merchandising capabilities.
Clustering Strategy for Retail Expansion
RAINS’ approach to retail expansion is rooted in building clusters within key markets, a strategy that has been successful in both the U.S. and Europe.
“The idea is to establish a strong presence by combining owned retail stores, key accounts, and independent retailers within a market,” Andersen noted. “We focus on creating synergies between these channels to build brand awareness and strengthen market influence.”
Following its Vancouver debut, RAINS plans to open additional stores in Toronto and Montreal, further solidifying its footprint in Canada’s major urban centres.
Blending Functionality and Fashion
RAINS’ collections blend high functionality with minimalist fashion, appealing to a broad range of consumers. In Canada, the product mix is evenly split between apparel and accessories, with growing demand for travel bags and layered outerwear. “We’re seeing increased interest in travel-related items and transitional layers,” Jaeger said. “Our puffer jackets and versatile outerwear reflect consumers’ desire for both style and practicality.”
The brand’s appeal extends beyond rainy weather, with designs that resonate with younger, trend-conscious customers. “Our products serve both the functional needs of staying dry and the fashion desires of a more style-conscious demographic,” Andersen explained. “It’s not just about rainwear; our collections are used every day by different generations for diverse purposes.”
Omnichannel Strategy and Retail Synergies
RAINS’ retail strategy goes beyond physical locations, emphasizing a seamless omnichannel experience. “The key is in the synergies between online, retail, and wholesale channels,” Andersen emphasized. “Consumers might see a product in-store, research it online, and make a purchase through any channel. Our goal is to create a cohesive journey that meets their needs wherever they are.”
Online sales data plays a crucial role in shaping RAINS’ retail plans, providing insights into consumer interest and conversion rates. “We can see where interest is high and where we should consider expanding our presence,” Jaeger added. “It’s one of the reasons Vancouver was chosen as our first Canadian store.”
Partnering with Canadian Retailers
RAINS has established strong partnerships with major Canadian retailers, including SSENSE, Holt Renfrew, La Maison Simons, and Sporting Life. Additionally, collaborations with key independent retailers, such as Over the Rainbow Jeans, underscore the brand’s commitment to building a localized presence. “Our goal is to work with the best and most professional key independents in Canada,” said Andersen. “This ensures we maintain our brand identity while reaching a diverse customer base.”
Phenomenal Brand. Really sets itself apart from the rest. See it in more amazing stores in Montreal and Toronto.