Rains: How A Scandi Outerwear Label Tapped Into Minimalist Branding’s Mass Appeal

If a commuter in Copenhagen, Paris or London is wearing a rubber-coated raincoat around the city, there’s a fair chance it’s a coat from Rains.

Founders Philip Lotko, Daniel Brix and Kenneth Davids have steadily scaled the self-funded niche rainwear concept they launched in 2012 into a lifestyle brand with mass appeal: sales are on track to grow 41 percent to hit €100 million in revenue this year, while EBITDA profits are forecast to hit…