Rails dresses are colorful for spring 2023. Abrams’ goal is to increase that to 50 percent within three years. “We’ve been trying to test different concepts, but all the stores seem to be working,” said the Rails founder, who grew up in Los Angeles and graduated from the University of California, Berkeley, before embarking on a jaunt through Europe using a Eurorail pass, from which the Rails name is derived.Ĭurrently 30 percent of Rails’ revenues, estimated at more than $100 million a year, comes from d-to-c sales with e-commerce and the company’s retail stores. There are international locations in London, Paris and Amsterdam. Other Rails stores have a more neighborhood vibe, such as the outpost in Hayes Valley in San Francisco, while some are located in outdoor malls, such as Fashion Island in Newport Beach, California.
#RAILS CLOTHING LABEL WINDOWS#
It has an inviting feel with large windows encased in black frames, a sleek sunny California-like interior, hardwood floors and trendy furniture. The first Rails store in New York, at the corner of Broome and Greene streets, acts as a flagship and a showroom for buyers to see future collections.
#RAILS CLOTHING LABEL FULL#
“It has been amazing to give people the full brand experience and display the brand the way we want to,” the Rails CEO added. The retail expansion has been helped by two investors - SK USA and Peterson Partners - who came on board more than three years ago and own 30 percent of the company. “So, we tried to sell shirts that looked like that shirt.” “We had 50,000 people come to our website looking for that shirt, which we didn’t have because it was an old shirt,” Abrams remembered. There were pictures of her on the football field after the victory with one of her sons on her back while wearing the Rails “Hunter” plaid shirt.
That plaid shirt got an unexpected publicity bump when Gisele Bündchen wore it while attending the 2016 Super Bowl game won by the New England Patriots and the team’s then-quarterback and her then-husband Tom Brady. One of his first fabrics was a rayon/Tencel blend with a cashmere feel that was central to his core item, a plaid shirt people would want to wear all the time. But he stuck with the casual tone of the brand. So the budding fashion executive with no background in apparel or fashion decided his calling card would be a soft, luxurious fabric that draped nicely. Courtesy Rails BENJO ARWASĪt the beginning Abrams knew he had to be different than other brands.
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