Rains has officially arrived in Asia . The Danish outerwear and lifestyle brand opened its first ever Asian flagship at HKRI Taikoo Hui on West Nanjing Road in Shanghai 's Jing'an District, marking a defining milestone in the Aarhus based brand's global retail expansion.
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.
Foggy glass installations and a minimal grey palette with yellow accents serve as the store's visual language, guiding customers through the full Rains product universe across ready to wear, outerwear, bags, homeware, and travel…
