Rains, the Danish contemporary outerwear brand, has opened its second store in Belgium, situated in Brussels’ creative Dansaert district. The new 100-square-metre location on Rue Antoine Dansaert marks the brand’s 31st store worldwide and reinforces its ongoing European growth strategy.
The Brussels opening follows the success of Rains’ Antwerp store and supports the company’s aim to expand its physical footprint in urban centres across the continent. Close to landmarks including the Bourse and Grand-Palace, the new space blends local heritage with the brand’s minimalist Scandinavian identity.
“New retail spaces are a crucial part of our expansion strategy. We know how important it is to have a physical connection to consumers for them to fully understand our products, and beyond that, to connect with our vision and ethos as a brand. Now felt like the perfect moment to build on our success in Antwerp and the Netherlands with a hub in Brussels, a busy city that shares our love for elevated yet functional design and understands how to stay active even when it rains,” said Daniel Brix Hesselager, Co-Founder & Chief Executive Officer of Rains.
The store offers Rains’ full range of waterproof outerwear, travel bags, and accessories, designed for functionality and style. The product curation aims to serve mobile consumers, with a focus on performance and everyday utility in changing weather conditions.
Interior design plays a central role in the new Brussels store. Developed by Rains’ in-house team, the space features a sculptural, cloud-inspired light installation and a prominent aluminium bookcase, intended to reflect the brand’s design ethos and narrative. These elements help to reimagine the conventional retail environment, adding a distinct architectural dimension to the brand’s physical identity.
Located at Rue Antoine Dansaert 29, it becomes part of a district known for its mix of established fashion labels and new designers, offering a natural setting for Rains’ balance of innovation and tradition.
This store joins a growing network of locations across four continents, where Rains continues to establish a direct consumer presence through retail environments that highlight its conceptual-meets-functional approach and signature waterproof fabric design.
