Feb 1, 2019
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Rains expands personalisation service with digital platform

Feb 1, 2019

Danish rainwear brand Rains is giving consumers more flexibility to customise their waterproof jackets with the launch of a new digital platform.


The contemporary fashion brand sells rain jackets, coats, trousers and bags for men and women, and operates stores in London, Copenhagen, Paris, New York, Berlin, Amsterdam and Shanghai.

It unveiled the new digital service, titled Rains Edit, at the Revolver trade show during Copenhagen Fashion Week this month, presenting it as an extension of its existing customisation service which toured its flagship stores throughout 2018.

“Recognising how important personalization has become, we have expanded our service to be a permanent fixture in both flagship stores and online, as well as we have added more opportunities for personalisation,” Daniel Brix Hesselager, founder and business developer commented.

Customers can go online to select their preferred jacket and detailing, including thread colour and hardware, and create a unique piece using a range of prints.

Additionally, the label opened a customisation facility close to its headquarters in Aarhus, Denmark where all products will be made to order and distributed internationally.


“When we first initiated the idea, we were aware of the challenges related to timely production. By simply placing our customisation facilities in the middle of our distribution centre next to our HQ, we can still manage to operate the custom-orders in a time efficient manner as per regular orders,” Brix Hesselager continued.

The concept will boost productivity by better aligning supply and demand, and increase its product lifespan as research has shown consumers are more likely to keep wearing items when they had an active role in their creation, the brand said.

The digital platform will be officially launched this week.

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