Danish outerwear and lifestyle brand Rains has named Tom Bettinson as its new Group CEO, succeeding co-founder Daniel Brix Hesselager, who held the position for the last 18 months and led a large-scale transformation of the business.
Bettinson takes over as CEO after serving as Chief Sales Officer since October 2025, with responsibility for the company’s sales channels. Hesselager will be moving into a Business Development role.
Bettinson’s appointment follows an 18-month business transformation led by Hesselager, who became CEO in early 2025. Under Hesselager, Rains transformed its product assortment, logistics, organisational structure, store concepts, customer experience and go-to-market strategies.
“1.5 years ago, I stepped into the CEO role to lead a fundamental transformation of our concept and organisation. It was an extensive undertaking that required swift decision-making. Today, the foundation is in place, and the time is right to pass the baton,” Hesselager said.
Rains expands beyond outerwear and bags
Rains has also expanded its product universe, shifting to a broader consumer-oriented business model. Once primarily known for outerwear and bags, the company now offers a broad lifestyle portfolio that includes ready-to-wear, footwear, skiwear, activewear and home décor.
Its product calendar has also moved from two principal seasons to four seasons and 12 annual deliveries. Monthly product drops are intended to keep customers engaged year-round and support the expanded assortment.
“We have launched a series of strategic initiatives that will shape Rains for years to come. The priority now is ensuring excellence in execution and driving commercial success across all areas of the business. Tom is the right person to lead that next phase,” Hesselager added.
Retail expansion has also been part of the plan. In May 2025, Rains opened its first Scottish store in Glasgow, adding a 1,076 sq ft unit on Ingram Street to its UK and Ireland footprint.
Bettinson brings UK growth experience
Rain’s new CEO, Bettinson, first joined the company in 2017 to establish its UK organisation and showroom. That operation later became the model for the brand’s international market integration strategy.
Under his leadership, the UK wholesale business recorded seven consecutive years of growth and was Rains’ largest wholesale market worldwide between 2021 and 2023. He also supported the company’s early retail expansion by establishing three profitable London stores.
Bettinson subsequently left Rains to become Head of Commercial at British design and interiors retailer The Conran Shop. Since returning as Chief Sales Officer in October 2025, he has helped restructure the sales organisation and advance growth plans in established markets and the Asia-Pacific region.
“Rains has undergone a remarkable evolution in recent years. The company stands on a strong foundation, with a distinct brand identity, an expanded product universe, and an ambitious global strategy,” Bettinson said.
“I am proud to have the opportunity to lead the next chapter and continue the growth journey that Daniel and the wider organization have set in motion.”