🇩🇰 Du finder den danske version af denne artikel her.

The Danish brand Rains continues to draw international attention. Last week, the company expanded its footprint with new store openings in Amsterdam, Paris and Stockholm — unveiling its latest retail concept across Europe.

It follows a move that made headlines earlier this year, when co-founder Daniel Brix Hesselager returned to the role of CEO. At the time, he told dontt.dk that he wanted to “get back on the entrepreneurial path.”

And it seems he meant it. Speaking to Vogue, Daniel elaborates on the transformation currently unfolding at Rains: “It’s not just about me, but about the transformation we’re leading at Rains right now – with retail expansion at its core. It’s a major shift, and it’s happening at a pace that only an owner can truly take responsibility for.”

Daniel Brix Hesselager, CEO & Co-founder, Rains

The transformation sees Rains evolve from a traditional wholesale brand into a fully integrated 360-degree retail model — one that encompasses everything from product range and logistics to store concepts and the customer journey. The brand is moving from two main seasons to four, introducing twelve annual deliveries with monthly drops designed to spark curiosity and strengthen the connection with consumers.

Daniel Brix Hesselager explains:

“We’re expanding from mainly outerwear and bags to a complete lifestyle universe that includes ready-to-wear, home decor, footwear, skiwear and activewear. We want to invite customers to explore the Rains universe on a deeper level.”

According to Daniel, the shift is not about leaving wholesale behind, but about strengthening the ecosystem around the brand. Today, Rains maintains an even balance between its own channels and external partners — a balance that will remain, though with a renewed sense of evolution.

“The goal isn’t to cut anyone out, but to lift the entire brand together.”

Rains was founded in 2012 by Daniel Brix Hesselager, Philip Lotko, and Kenneth Davids. The latter remains a member of the board, while Philip Lotko continues to play an active role within the company.

Daniel concludes:

“We are fully aligned. Philip focuses on outward-facing activities — marketing, brand development, and expansion. We built Rains together on a simple business model, but to grow, we needed to rethink everything. I believe in the new vision, and I’m confident we will see a completely new Rains emerge on the other side.”

You can also read the full article, “How to complete a corporate overhaul in six months: The Rains way,” here.

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