Rains names new CEO as transformation moves forward

Danish outerwear brand Rains has appointed Tom Bettinson as its new group chief executive officer, after co-founder, Daniel Brix Hesselager, stepped back from the helm.

Hesselager, who founded Rains in 2012 alongside Philip Lotko, took up the role of CEO in 2025 with the goal of leading a “comprehensive transformation” of the company and preparing it for a new phase of growth.

Rains said that initiatives associated with this strategy have now been implemented, with Hesselager to move into a business development role and focus on realising the commercial potential of these investments.

Since embarking on a transformation, which has spanned company structure to go-to-market experiences, Rains has pivoted towards a consumer-oriented business model.

Much of its focus has also been on product, reflected in a product calendar now made up for four seasons and a more lifestyle-based offering, seen in expansions into ready-to-wear, footwear, skiwear, activewear and home decor.

Now under Bettinson, Rains is hoping to build on this foundation “with a distinct brand identity, an extended product universe, and an ambitious global strategy”, the executive said in a statement.

Bettinson has already played a significant role in establishing this foundation. After joining the company in 2017, he launched Rains’ UK organisation and showroom, which was mirrored in a broader international market integration strategy. The UK wholesale division has now recorded seven consecutive years of growth.

He also played a role in the establishment of Rains’ retail expansion, overseeing the launch of three London stores. After briefly leaving the business, he returned in October 2025 as chief strategy officer and has aided in restructuring the sales organisation and boosting growth across established markets and APAC.