Rails, the Los Angeles-based fashion label celebrated for its effortlessly stylish California aesthetic and ultra-soft, premium fabrics, is entering an exciting phase of retail expansion — with customer experience at the core of its strategy.
Founded 17 years ago by Jeff Abrams, Rails initially carved its niche in the fashion world through its signature luxurious plaid shirts. What started as a wholesale-first venture has evolved into a globally recognized lifestyle brand. Rails quickly earned its place in prestigious department stores like Neiman Marcus, Saks Fifth Avenue, Nordstrom, and Bloomingdale’s, and later expanded its footprint internationally in stores like Selfridges, Harvey Nichols, Galeries Lafayette, and de Bijenkorf.
Over time, Rails broadened its offerings beyond shirting to include knitwear, outerwear, dresses, and, more recently, denim, which launched just two years ago. As the product line diversified, so did the business model. While wholesale still makes up about 60% of total revenue, direct-to-consumer channels have become increasingly important, with e-commerce generating 25% and retail stores contributing 15%.
This pivot toward retail has proven successful, with the company reporting a 75% growth in retail over the past year — driven by strong performance in existing stores and the strategic opening of new ones.
A New Chapter: Rails Opens in Bethesda
Rails’ most recent retail addition is its Bethesda, Maryland location, selected based on strong local customer data. This store complements its nearby Georgetown location and is nestled in a bustling outdoor shopping area. The layout and design mirror the brand’s signature clean and laid-back California vibe, highlighting both the women’s and rapidly growing men’s collections.
The space isn’t just about aesthetics — it’s built to deliver an elevated, yet welcoming shopping experience. With an emphasis on personalized service, Rails aims to create authentic connections with shoppers, which is especially valuable in today’s cautious consumer landscape.
As consumers face rising costs and shifting spending habits — with surveys indicating that 46% of shoppers find fashion among the hardest categories to afford amid price hikes — Rails’ focus on service, atmosphere, and engagement is more vital than ever.
“When customers walk into our store, we want it to feel anything but transactional,” said Jeff Abrams, Founder of Rails. “We aim for a space that feels elevated and accessible — where the energy of the brand and the people behind it truly resonates.”
Building Loyalty Through Experience
In an era marked by economic uncertainty, brand loyalty has become a competitive differentiator. Rails is investing in retail not just for sales, but to cultivate long-term relationships with customers through meaningful in-store experiences. From curated product displays to attentive, knowledgeable staff, every detail is crafted to leave a lasting impression.
By blending style, service, and strategy, Rails is not just expanding its retail footprint — it’s setting new standards for how fashion brands can thrive in a changing consumer landscape.
