Rains is known for its waterproof outerwear and bags, and in Sweden, the products have long been sold via e-commerce and various retailers. During late 2024 and autumn 2025, the company took the step into physical retail in Sweden by opening stores in Stockholm, first on Götgatan and then in Bibliotekstan.
At the same time, co-founder Daniel Brix Hesselager has restructured the company and broadened its operations.
The brand has expanded its catalog from solely consisting of outerwear and bags to now also include everyday clothing, shoes, ski wear, sportswear, and home decor. To keep customers engaged year-round, the product calendar has been revised from two main seasons to four, with new product launches every month.
1.5 years ago, I stepped into the role of CEO to lead a transformation of our concept and organization. It was a job that required quick decisions. Today, the foundation is in place and the time is right to pass on the baton," says Daniel Brix Hesselager to Theindustry.
From Sales Manager to CEO
The man who now takes over as CEO is Tom Bettinson. He has a history within the company and began in 2017 by building up the British operations, which also included three stores in London. This venture later became the template for the brand's international strategy.
Under his leadership, the wholesale business in Great Britain grew for seven consecutive years. After a short period as Commercial Director at The Conran Shop, he returned to Rains in autumn 2025 as Sales Manager, and has since worked to restructure the sales organization.
We have launched a number of strategic initiatives that will shape Rains in the coming years. The priority now is to ensure good implementation and drive commercial success across all parts of the business. Tom is the right person to lead the next phase," says Daniel Brix Hesselager to the website.
Daniel Brix Hesselager will focus on the company's business development going forward. The new leader, in turn, aims to build on the strategy that has been launched, with a focus on global growth and establishing the new product categories in the market.
The company is on a solid foundation, with a clear brand identity, an expanded product universe and a global strategy. I am proud to have the opportunity to lead the next chapter and continue the growth journey that Daniel and the wider organization have set in motion," says Tom Bettinson to Theindustry.