Rails Expands Retail Footprint With A Focus On Customer Experience

Rails, a Los Angeles-based clothing brand known for its ultra-soft, luxurious fabrics and effortless Californian style, is making waves in retail as it expands its physical store footprint. Founded 17 years ago by Jeff Abrams, Rails began as a small wholesale-focused business, gaining significant recognition with its super luxe plaid shirting.

This early innovation propelled the brand into prestigious department stores, including Neiman Marcus, Saks, Nordstrom, and Bloomingdale’s. Rails also successfully replicated this wholesale model internationally with high-end retailers such as Selfridges, Harvey Nichols, Galeries Lafayette, and de Bijenkorf. As Rails evolved, it expanded from shirting into a comprehensive lifestyle brand that now includes knitwear, outerwear, dresses, and denim, which was introduced two years ago.

Originally entirely wholesale, Rails has strategically diversified its sales channels. Today, the wholesale segment constitutes about 60% of the brand’s revenue, e-commerce alone accounts for about 25%, and retail accounts for 15%. This strategic shift has driven substantial growth, with Rails reporting a remarkable 75% total retail growth over the past year, supported by robust same-store sales and new store openings.

Rails’ New Store And Experience

Rails recently opened a new retail location in Bethesda, Maryland, which was strategically chosen based on strong existing customer data from the surrounding area. This Bethesda store complements Rails’ nearby Georgetown location, positioned within a vibrant outdoor shopping district and designed to highlight the full spectrum of Rails’ apparel, from women’s collections to the increasingly popular men’s line.

The store design intentionally reflects the brand’s ethos—clean aesthetics, California-inspired elements, and a focus on showcasing the product. However, an unwavering commitment to exceptional customer service and experience is at the heart of the Rails retail strategy. Rails’ stores emphasize personalized interactions, fostering deeper connections with customers, which is especially crucial during economic uncertainty and reduced consumer spending. According to a recent survey from Wunderkind, 46% of consumers believe that apparel and fashion will be among the hardest categories to afford if prices rise due to tariffs. Thus making brand loyalty ever more critical.

“When you walk into a store, it’s not to feel transactional, but it feels accessible, still elevated, and customers really feel the positive energy of the product and staff,” Abrams explains. “We have really great customer service and customer engagement, where you feel the positive energy of what our brand is all about from the staff.” This approach to customer service is increasingly vital, as recent reports indicate consumers are becoming more cautious and selective about apparel purchases amid inflation and economic uncertainty. Rails is positioned to maintain customer loyalty and secure repeat business by prioritizing memorable and engaging store visits.

The positive impact of Rails’ retail expansion extends beyond its stores. Abrams shares that opening physical locations has boosted nearby wholesale partners’ sales by approximately 10-15%. Additionally, Rails sees an approximate 15% increase in direct e-commerce sales within a 10-mile radius following a new store opening.

These patterns are consistent with trends observed across the industry. Brands like Away, the direct-to-consumer luggage company, have reported over 100% boosts in local e-commerce after opening retail locations, while Reformation has seen increases ranging from 50% to 80%. Although these figures may differ based on measurement methods, they reinforce a central truth: physical retail contributes meaningfully to growth across multiple channels. For Rails, this omni-channel synergy underscores the value of a retail footprint—not just for sales at the store but for its wider brand halo effect.

Rails’ Growth And Retail’s Role

Rails operates 18 global stores, with 12 in the U.S. and six strategically placed internationally in fashion-forward cities like London, Paris, and Berlin. The simultaneous expansion into domestic and international markets has significantly strengthened Rails’ global credibility and market presence.

Upcoming locations include Chicago’s Rush Street and Nashville’s 12 South neighborhood. Nashville, known for attracting young, trendy customers, will be another substantial addition to Rails’ carefully curated retail portfolio. Abrams also revealed plans to introduce a dedicated men’s flagship store, responding to rising demand, with men’s currently making up over 20% of Rails’ overall business.

Compared to other contemporary apparel brands like Faherty and Reformation, Rails sets itself apart with a carefully balanced distribution approach, maintaining a robust wholesale presence while steadily expanding its retail and e-commerce segments. Unlike Reformation, which focuses exclusively on women’s apparel, Rails’ inclusion of menswear provides a broader market appeal, similar to Faherty’s strategy. However, Rails distinguishes itself through its specific emphasis on tactile experience and customer service, integrating a luxurious feel into everyday casualwear enhancing brand loyalty and customer retention.

Internationally, Rails’ localized strategy has proven remarkably successful. “We’re doing local digital marketing in both English and French in Paris, and then that store and that total market is growing by 50 plus percent because we’re acting as a local operator,” Abrams notes. This commitment to acting as a local operator rather than managing from afar has allowed Rails to tailor its approach to each market’s cultural and consumer nuances. By embedding itself more deeply within these communities, Rails has differentiated its international presence from competitors who often rely on broader, less personalized strategies for global expansion.

Despite its rapid expansion, Rails remains cautious and deliberate about selecting new retail locations. Abrams shares, “Some brands get into a place where they need to open six doors and take whatever becomes available. We’ve turned down a lot of locations to make sure we have a great spot in our hierarchy of top 15 locations.”

Through strategic retail growth, a keen focus on customer engagement, robust product category development, and thoughtful international expansion, Rails continues to thrive, staying true to the luxurious yet accessible identity that has defined the brand for nearly two decades. In an uncertain economic climate, Rails’ investment in customer relationships and in-store experience is not just a differentiator—it’s a long-term growth strategy designed to serve the evolving needs of today’s more cautious shoppers.