Rains has named Tom Bettinson as CEO, effective this month, according to Drapers. He replaces co-founder Daniel Brix Hesselager, who had led the company for 18 months and is now moving into a business development role, the outlet reports.

Tom Bettinson is not new to Rains. He had joined the brand in 2017 as country manager for the Royaume-Uni and Ireland, before briefly leaving the company in March 2014, according to the timeline reported by Drapers. He then spent 18 months at the Conran Shop, first as head of commercial then head of wholesale, and three years as country manager for Norse Projects, between 2013 and 2017. He had returned to Rains in October as chief sales officer.

Under his leadership, the wholesale business in the Royaume-Uni is said to have recorded seven consecutive years of growth, according to Drapers. The British market is also said to have become the brand's largest wholesale market globally between 2021 and 2023.

A transformation under way since 2025

Daniel Brix Hesselager is said to have led Rains' transformation since early 2025, according to Drapers. Under his leadership, the brand expanded its offering into ready-to-wear, footwear, ski wear, activewear and home goods. The transformation also covered product assortment, logistics, internal organisation, store concepts, customer experience and go-to-market strategies. Rains also restructured its product calendar, moving from two main seasons to four seasons and 12 deliveries a year.

Daniel Brix Hesselager said: « Nous avons lancé une série d'initiatives stratégiques qui façonneront Rains pour les années à venir. La priorité est désormais d'assurer l'excellence dans l'exécution et de porter le succès commercial dans tous les domaines de l'entreprise. Tom est la personne qu'il faut pour mener cette prochaine phase. »

For his part, Tom Bettinson said that Rains has undergone a remarkable evolution in recent years, with solid foundations, a distinct brand identity, an expanded product universe and an ambitious global strategy. He said he was proud to have the opportunity to lead this new chapter and to continue the growth trajectory set by Daniel Brix Hesselager and the organisation.

The transition comes as Rains continues to broaden its offering beyond the raincoat.