Rains opens third London store at Spitalfields

Danish outerwear brand Rains has just opened a 1,308 sq ft store at 39 Brushfield Street, Spitalfields, in East London.

It’s the brand’s third London store, having opened its first at Coal Drops Yard, Kings Cross, in October 2018 and its second at 20 Earlham Street, Seven Dials, in November 2019.

Rains Country Manager for the UK and Ireland, Tom Bettinson, commented: “Spitafields has a unique mix of tourists and locals, and we can showcase the brand in a bigger way to loyal customers and introduce ourselves to newcomers, both Londoners and internationals. The area also has a great juxtaposition of shoppers – from young creatives to city workers.

“It’s also good timing for us as we have great momentum in the UK right now. The wholesale and e-commerce business continue to see double digit growth year-on-year, and London is particularly strong for us.”

The new Spitafields store will carry the full AW23 collection, including the waterproof nylon ‘Vardo Jacket’ series, the ‘Kevo Jacket’ series of semi-transparent puffers and the ‘Kofu Fleece’ series. There is also a selection of bags and luggage from the ‘Texel Travel’ series, which Bettinson says has proved very popular since its June 2023 launch.

Speaking about the new store design, Bettinson added: “There is a lot of natural light due to the glazing on each side of the unit, so the store design uses contrasting dark flooring and ceilings with stainless steel rails and shelving systems to give it a clinical look and feel. There are more sculptures from our long-term collaborator Jacob Egeberg.”

Founded in 2012, Rains now has 28 stores worldwide, including in the brand’s home city of Copenhagen, as well as in London, Paris and New York.