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Rains continues to build on its international momentum, opening its first-ever flagship store in Asia this week — located in the sought-after HKRI Taikoo Hui in Shanghai.

The development spans more than 320,000 sq m and extends well beyond retail, housing offices and two hotels alongside the shopping centre. It brings together some of the world’s leading brands and concepts, from Louis Vuitton installations to Zegna cafés and stands as one of the city’s most premium retail destinations.

Daniel Brix Hesselager and Philip Lotko cut the ribbon in Shanghai.

HKRI Taikoo Hui, Shanghai

But first, a bit of context.

When we last covered Rains towards the end of last year, the brand was in the midst of a broader transformation. The shift marked a move away from a traditional wholesale model towards a 360-degree retail approach — spanning everything from assortment and logistics to store concepts and the overall customer journey. Two main seasons were expanded into four, with 12 annual drops designed to create ongoing curiosity and bring the brand closer to its customers.

At the time, Daniel Brix Hesselager said:

“We are expanding from primarily outerwear and bags into a full lifestyle universe, including ready-to-wear, home decor, footwear, skiwear and activewear. We want to give customers the opportunity to go deeper into the Rains universe. We are moving from two main seasons to four seasons and 12 deliveries a year, with monthly drops.”

And there is, clearly, action behind the words.

One of the most tangible moves is this week’s opening at HKRI Taikoo Hui in Shanghai. The new 148 sq m store is conceived as an experience in itself.

Co-founders Daniel Brix Hesselager and Philip Lotko were both present at the opening, cutting the ribbon in front of press and a large group of Rains customers.

You can read more about Rains here:
Rains rolls out new retail concept: “Only an owner can take that responsibility”

Photo: The iconic Louis Vuitton store at HKRI Taikoo Hui.

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