What keeps physical retail relevant in a world of endless convenience? What makes a customer come back to a store again and again? And what happens when a brand grows from a single rain jacket into a global retail success story in just over a decade?
To find the answers, we headed to New York to spend time with the people bringing RAINS to life on the ground.
On Madison Avenue, we met Sara-Sofie Hassan, whose energy and passion for people immediately fills the room. And in Soho, we caught up with her husband Amir Hassan at the Lafayette Street store, whose calm, thoughtful approach to retail has helped shape customer experiences across multiple parts of the business.
Both are originally from Denmark and are now helping lead RAINS’ expansion in New York. Together, they are a powerhouse team deeply passionate about the role physical retail plays in bringing brand and product to life.
Because while RAINS is known globally for its Scandinavian design language, technical outerwear, and minimalist aesthetic, Sara-Sofie and Amir believe the real magic of retail has very little to do with simply selling.
For them, it comes down to something much more human: listening, understanding, building trust, and creating spaces where customers feel genuinely looked after.
We talked to Sara-Sofie and Amir about their journey, what customers really want today, and why the future of physical retail still belongs to human connection.
Thanks so much for joining us. You have quite the story! Can you tell us how you’ve both ended up with RAINS in New York?
Sara-Sofie: We moved to New York from Denmark about two and a half years ago and, honestly, it’s been a dream come true.
I’ve worked across both the Madison Avenue and Williamsburg locations, and one of the things I’ve loved most is being able to see how customers interact with the products in real life. You learn very quickly that retail isn’t about what you think people need - it’s about understanding what they actually need.
That’s why listening is so important. Every conversation teaches you something.
Amir: As for me, I’ve been working in fashion and lifestyle for around 12 years now. Before RAINS, I had my own brand, so connecting with people through pop-ups and events was always a big part of what I did.
I’ve now been with RAINS for six years and have worked across lots of different parts of the business - marketing, warehousing, Paris Fashion Week, wholesale, and now retail here in Soho.
For both of us, being part of the RAINS journey in the US has been incredibly special. You really feel like you’re helping shape something as it grows.
What is it you both love about retail?
Sara-Sofie: The people. Always the people. I’m a people person with a huge P.
I love interacting with customers and helping them find something that genuinely works for them. Fashion is personal. The way people dress affects how they feel, how confident they are, how they present themselves to the world.
So when someone comes into the store, I’m here to assist, to guide, to listen, and to help them find the right solution for them. That’s the exciting part for me.
And honestly, there’s no such thing as “no.” If a customer comes in with a challenge, I want to find a way to help them. That’s what great retail should be.
Amir: For me, it’s definitely the human connection too.
Retail gives you the opportunity to meet people from all walks of life and create meaningful moments with them. Sometimes it’s about helping someone find the perfect jacket. Sometimes it’s just about making someone feel comfortable and welcomed.
What I love is that no two interactions are ever the same.
And when you create a really good customer experience - something genuine and memorable - people remember it. That’s what gives retail its value.
Retail changes so fast all the time. What is it that customers really want when they come into your stores
Sara-Sofie: They want expertise. Customers expect you to know the products inside out. They expect you to understand what works for their lifestyle, where they’re travelling, how they’ll use something, what functionality they need.
But beyond that, they want to feel understood.
Every response a customer gives you is knowledge. It’s gold. Because the more you listen, the better you become at helping the next person who walks through the door.
That’s why retail is never static. You’re constantly learning.
Amir: I think customers want honesty more than anything.
People are incredibly informed today. They can shop anywhere, anytime. So when they come into a physical store, they’re looking for something more personal.
They want someone to listen carefully, understand their needs, and guide them honestly.
If something isn’t right for them, tell them. If there’s a better option, show them. That honesty builds trust, and trust is what brings customers back.
And with that in mind, what does a great customer experience look like?
Sara-Sofie: For me, it should feel natural and welcoming. Customers shouldn’t feel pressure when they walk into a store. They should feel comfortable enough to explore, ask questions, and have a conversation.
The best experiences happen when retail stops feeling transactional and starts feeling human. That’s when people relax. That’s when you can really help them.
Amir: I completely agree. A great customer experience is about creating a comfortable environment where people feel understood and looked after.
You have to remove the barriers between “salesperson” and “customer” and just connect as people.
When you do that, the experience becomes memorable rather than transactional. And memorable experiences are what physical retail should be all about.
RAINS is such a great success story. What excites you both the most about the future?
Sara-Sofie: It’s amazing when you think about where the brand started.
We started with jackets. Now we’ve expanded into bags, accessories, full lifestyle collections, stores all over the world - and all that in just over 10 years.
That’s incredibly exciting because it shows what’s possible when a brand stays true to its identity but keeps evolving.
Honestly, sometimes it feels like the journey is only just beginning. It feels like we can go to the moon and beyond.
Amir: What’s exciting is that even with all the changes happening in retail and technology, the human side is becoming even more important.
AI, automation, convenience - all of that will continue to grow. But real human interaction still matters. Customers still want authentic conversations. They still want guidance. They still want experiences that feel personal.
And I think brands that truly understand that will continue to thrive in the future.
If you could give other retailers three pieces of advice, what would they be?
Sara-Sofie: Listen. Listen. Listen. That’s the biggest one. And really mean it when you listen. Customers will tell you exactly what they need if you pay attention.
Amir: First, focus on people, not just products. Second, be honest. Customers remember honesty. And third, build trust through experience. If you consistently create positive, memorable interactions, customers will always come back.
And finally - if someone finds themselves in New York walking past a RAINS store, what would you say to them?
Sara-Sofie: Come in and say hi. We love meeting people, we love helping, and we love creating experiences that feel personal and genuine.
Amir: Definitely come to RAINS. Whether you want to talk about fashion, functionality, travel, design, or just have a good conversation, we’re always here to help. That’s what retail should feel like.
