Hamburg-based travel retail agency and brand activation specialist Retrail has secured extensive new travel retail business for its Rains outwear and waterproof clothing brand.
Collaborations with Gebr. Heinemann and Lagardère Travel Retail have the Danish brand’s latest Skywatcher collection – spotlighted during the 2022 Paris Fashion Week – featured in 23 European airports. The brand is also highlighted by Flemingo Duty Free at Chhatrapati Shivaji Maharaj International Airport in Mumbai.
Retrail Managing Director Frank Passmann described Rains an ideal fit for travel retail. Brand recognition is strong thanks to over 2,500 points of sale globally, ecommerce collaborations with KOLs and a lively social media presence.
“Rains is not seasonal since it has made its transformation from a pure rainwear to an outerwear lifestyle brand, with bags and accessories accounting for more than 60% of total sell-out. Its average RSP of less than US$100 also makes it an ideal impulse purchase,” he said.
Rains’ Skywatcher collection includes rainwear, thermal and transitional outerwear, layers, bags and accessories, all in colours inspired by the Northern Lights.
It features a new bag concept, inspired by performance dry bags and upgraded by Thermore, a specialist in thermal insulations for apparel and sleeping bags. Also included are new Puffer silhouettes and the brand’s first boot design, scheduled for a limited-edition release.
Commenting on Rains’ appearance at the Paris fashion event, the brand’s Co-founder and Creative Director Daniel Brix Hesselager said: “Our runway shows have helped us underline the brand aesthetic and narrative. But the future holds bigger global aspirations, and for that we need a truly global stage.”
Passmann underscored Retrail’s focus on sustainable, innovative brands in the fashion, accessories, wines and spirits, sunglasses, beauty and fragrances categories.
Its portfolio includes Bellroy, Gloryfy, Vocier, Copenhagen Distillery, Skincode and Ella K which are all available in travel retail through Retrail’s partnerships with Gebr. Heinemann, Lagardère Travel Retail and Flemingo Duty Free. Selected products are available on Emirates and several Asian airlines.
MAM, Abhati and Colorful Standard are newcomers to the Retrail line-up which were introduced to travel retail in Cannes last year. Colour Standard is set to roll out to 19 European airports this year.
“Retrail is not a brand collector. Our mission to identify and launch the brands with biggest potential for a sustainable long-term growth. All our brands need to already have a presence at renowned domestic retailers and should have a clear ecommerce and social media strategy. To keep our credibility, we focus on a maximum of two brands in each category,” Passmann said.
“Sustainability was an important feature when Retrail started its first search for brands,” he added. “Our partnering brands have an ethical and sustainable vision; some are already B-Corp certified or on their way to certification.”
Heading the Retrail brand line-up, Austria’s Gloryfy manufactures eyewear which is said to be unbreakable and to offer the “perfect fit for every face”, thanks to adjustable temples with Inclinox technology. According to the brand, its frames and lenses remain highly elastic even under extremes of temperature or physical torsions.
Vocier is on a mission to “fight the wrinkles of travelling”. The German travel gear specialist’s line-up includes the “world’s first zero-crease carry-on”. Australian travel and tech accessories brand Bellroy – which is B-Corp certified – underlines its commitment to sustainability through the use of woven fabrics made from recycled plastic bottles and other biodegradable B-Corp-sourced materials.
Copenhagen Distillery is an innovative organic certified craft distillery established in 2014 with a product range including ultra-premium gins, Nordic aquavit and its first-edition single malt whisky.
Skincode is a Swiss brand which boasts cellular anti-ageing technology. Two paraben-free collections – Skincode Essentials and Skincode Exclusive – aim to “address all skin needs and personal preferences”.
ELLA K Parfums was founded by French Master Perfumer Sonia Constant. Its fragrance collections take inspiration from a sense of place and the environment, and feature sustainable Scenttrek technology.
Abhati is a next-generation skin, body and haircare brand which aims to blend Swiss technology with Indian and alpine healing botanicals. Another certified B-Corp brand, its product offer includes zero waste beauty bars, which, according to Passman, are ideal for travellers.
Barcelona-based fashion, accessories and jewellery brand MAM Originals takes its name from an anagram of M for movement, A for art and M for mission. The brand collaborates with local artists and its products feature natural and recycled materials.
Colorful Standard focuses on “fashion made responsibly, transparently, and that stands for a greater purpose”. All products are made in Portugal from 100% organic cotton or recycled extra-fine Merina wool while featured colours are a tribute to diversity and inclusion.
