Danish outerwear brand Rains has officially entered the Canadian retail market with the opening of its first standalone store in Vancouver. The 1,175-square-foot boutique, located at 2142 West 4th Avenue in the Kitsilano neighbourhood, marks a milestone in the brand’s global expansion. This is Rains’ 30th store worldwide and the seventh in North America.
The store’s design reflects both Vancouver’s rugged, outdoor-centric environment and Rains’ signature neo-Scandinavian aesthetic. It features artwork by Danish artist Jacob Egeberg, a frequent collaborator with the brand. The store offers a curated selection of Rains’ core outerwear styles, bags, and seasonal collections designed for the urban consumer facing varied climates.
Building a Stronger Canadian Presence
Rains has been steadily growing its presence in Canada for over a decade. Initially operating through a distributor based in Vancouver, the company took over its own distribution in the market approximately two years ago. This shift allowed the brand to refine its strategic approach to retail expansion in Canada.
“We’re excited to solidify our ties to Canada,” said Daniel Brix Hesselager, Co-Founder of Rains. “We’ve been working with renowned retailers including SSENSE, Holt Renfrew, and La Maison Simons for some time, and it felt like the perfect time to cement our presence with a store. It’s crucial to have that physical connection to consumers, and our locations are the truest representation of our vision and ethos as a company. By stepping inside, customers can be immersed in both our products and wider universe.”
Jan Stig Andersen, CEO of Rains North America, emphasized the importance of the brand’s investment in Canada: “Canada has always been a key region for Rains, and we are excited to bring our brand closer to consumers here through these strategic partnerships and store openings. We believe that our continued investment in this market will solidify our presence and set the stage for long-term success.”
Toronto Showroom Strengthens Wholesale Business
In addition to the Vancouver store, Rains recently opened a showroom in Toronto on Wingold Avenue. The showroom is part of the brand’s strategy to strengthen its wholesale relationships and provide retail buyers with a comprehensive look at its offerings.
“The showroom is something we do both for our internal teams and for retailers,” said Andersen. “It allows our partners to see the full breadth of our collection, how it’s merchandised, and the potential for their stores. Branding-wise, it’s been very important for us.”
Having a physical space has also been a game-changer for the brand’s operations. “Previously, without a showroom or stores, many of our team members were working remotely. Now, we have a space where we can immerse both our team and visitors in the Rains brand experience,” he added.
Retail Distribution and Growth Strategy in Canada
Beyond its direct-to-consumer retail expansion, Rains maintains a strong presence in Canada through partnerships with key retailers. The brand is currently stocked at approximately 30-40 independent stores. The company is actively expanding its reach among high-end independents, leveraging the Toronto showroom to build deeper relationships with retailers across the country.
In terms of retail stores, Rains follows a ‘cluster strategy’ for retail expansion, focusing on key cities and growing within those markets before expanding further. “When we built our presence in New York, we started with one store. Now, we have six locations there,” Andersen explained. “We plan to follow a similar approach in Canada, beginning with Vancouver and eventually expanding into Toronto and Montreal.”
Product Offering and Customer Segments
Rains’ product range in Canada consists of outerwear, bags, and accessories, with an even split between apparel and bags. The brand has experienced significant growth in the travel segment, as consumers seek innovative and stylish luggage solutions. Additionally, demand for outerwear—particularly puffer jackets and layered transitional pieces—continues to rise.
The brand attracts two primary consumer groups: those looking for functional, waterproof gear, and a younger, fashion-forward audience drawn to its minimalist, urban aesthetic. “You have the cool young people wearing Rains every day and their parents who might only use it when it rains,” Andersen noted. While rainwear remains core to the business, it represents only about 20-25% of overall sales.
Omnichannel Synergy and Future Expansion
A key element of Rains’ strategy is its focus on creating a seamless shopping experience across retail, wholesale, and e-commerce channels. “The synergy between revenue streams is what’s important,” Andersen said.
“Consumers might see a product in-store, then buy it online, or discover something online and go to a store to try it in person. The key is providing a cohesive experience across all touchpoints.”
Online sales data also plays a critical role in determining retail expansion. By analyzing web traffic and conversion rates in different cities, Rains identifies where consumer interest is highest. “Vancouver is our number one city in Canada, followed by Toronto and Montreal. That’s why our expansion starts in these markets,” he explained.
Distinct Store Design Approach
Unlike many brands that maintain uniform store designs globally, Rains tailors each location’s interior to reflect its surroundings. “Each of our six stores in New York looks different,” Andersen said. “We want each location to feel unique while still aligning with our brand DNA. Some stores serve as community hubs with events and activations, while others focus purely on retail.”
The Vancouver store offers a balanced presentation of outerwear and bags, reflecting the city’s climate and consumer needs. While it isn’t one of Rains’ larger ‘community’ stores, future expansions in Canada could see more flagship-style locations.
