Some brands are able to reinvent a category. It is the case of danish Rains. Founded in 2012, that is, less than ten years ago, the fashion brand managed to give a new meaning to a very functional piece in the wardrobe, but usually dull, the raincoat.
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With the minimalist design typical of Scandinavians and the use of top quality synthetic materials, Rains waterproof jackets went from need to desire. The problem, especially in these times of isolation, is access to the product. It was necessary to travel to Europe or the United States to acquire a piece of the brand.
Yet. THE Casual EXAME anticipates here the arrival of the brand in Brazil, at first as a limited edition. Starting on April 6, some imported Rains parts will go on sale at Foxton, from Soma Group, in physical stores (in cities that allow stores to open at this moment when traffic is restricted) and on the website.
The highlight is the unisex raincoats and backpacks. The model Jackets Rains, in black or beige, has an urban and technological footprint. It is inspired by classic rain clothes, but with a bolder design and a matte and smooth finish. It has water resistance, adjustable hood with cap function and storm shield. The price is 1,139 reais.
Among the backpacks, the Backpack model, in beige, has a classic style, multipurpose spaces for laptops, hidden pockets and magnetic closures. The straps are adjustable. It is a good wildcard to get from the most informal environment to the office – again, when the work environments are open to work. It costs 1,139 reais.
The Roll Top Rucksack Rains backpack, in black waterproof fabric, comes with adjustable straps with a padlock loop, large internal compartment, front pocket and laptop space with access on the side. Its padded back provides good comfort. It costs 1,299 reais.
Rains’ pieces were brought to compose with Foxton’s collections. The menswear brand was created in 2004 in Rio de Janeiro by stylists Rodrigo Ribeiro and Marcella Mendes. It presents an urban casual fashion, with basic pieces of good cut, such as light jackets and tailoring pants. At the end of 2015 it was acquired by the Soma group.
Last year, even with the pandemic, the brand opened six stores, totaling 20. Sales were 36.4 million, a decrease of 5.9% in relation to the previous year, an expected result with the restriction of circulation and economy in low. But the recovery at the end of 2020 was significant. Almost half of the revenue was achieved in the fourth quarter.
The Soma group recorded gross revenue of 1.45 billion reais in 2020, down 3.4% over the previous year. In last year’s IPO, the company raised 1.82 billion. In March of this year, it announced the creation of an arm of corporate venture capital to invest in startups.
The focus of this corporate ventures arm will be on fashion brands at an early stage and with great growth potential, as well as companies that can contribute to the stages of the group’s value chain. Large fashion groups, such as Arezzo, are capitalized and going shopping. The difference of this movement now with previous moments in this market is that the conglomerates realized that the brands need, within the same structure, to maintain their identity and creative freedom – even to make partnerships like Foxton’s with Rains.