Pix by Kithsiri De Mel
Rainco has unveiled ‘Be by Rainco’, an exciting and distinctive new brand of umbrellas. This launch signals a strategic move to reposition the everyday umbrella from a purely functional item into a statement of personal style and a fashion accessory.
The new sub-brand is specifically designed for the new generation of consumers who value authenticity and self-expression.
Having built its legacy as a trusted household name, Rainco identified a growing desire among younger consumers to make accessories an extension of their personalities. ‘Be by Rainco’ was born from this insight. The new brand combines Rainco’s proven track record of durability and quality with contemporary design elements that speak to the tastes of Gen Z and the modern urban lifestyle.
Each umbrella in the collection is intended to be more than just protection from the weather, bringing together beauty and utility in perfect balance through unique designs and refined detailing.
Speaking at the launch event, Gayani Gunawardena, Group General Manager - Marketing and Innovation at Avarna Ventures (Pvt) Ltd, explained the concept behind the new brand.
“At its heart, Be by Rainco champions a simple yet powerful idea - where function meets self-expression,” said Gunawardena. “With bold, trend-driven designs, vibrant prints, and premium finishes, the collection invites consumers to celebrate who they are in rain or shine.
Each piece is a reflection of Rainco’s design mastery and innovation. Be by Rainco is our way of giving the new generation the freedom to express themselves with confidence, even in the simplest of moments”.
Rainco itself is backed by the Avarna Group, one of Sri Lanka’s leading diversified conglomerates. The company stated that this move is part of its continued evolution through design-led innovation and purposeful craftsmanship.
The ‘Be by Rainco’ offering is categorized under four distinctive ranges. While focusing on a fashionable look, the products are still designed for durability and include UV-coated options for sun protection.
The four ranges include:
Style Canopy: Described as everyday companions that elevate a look while offering protection from rain or sun.
Carry Easy: A range of compact and lightweight umbrellas, making them the perfect handbag essential for those on the go.
Take a Pic: This collection celebrates the charm of pastel and floral designs, ideal for special occasions and picture-perfect moments.
Cloud Tears: A range that brings a touch of playfulness with chic transparent canopies made for rainy-day charm.
For decades, Rainco has been synonymous with quality and innovation. With ‘Be by Rainco’, the brand now invites a new generation to see an umbrella not just as protection, but as a “powerful symbol of personal expression; bold, confident, and uniquely you”.
The ‘Be by Rainco’ collection is available for purchase at leading fashion retail outlets across Sri Lanka and online, with prices ranging from Rs. 1,499 to Rs. 2,999.
(NF)
