Ganni is a

Danish Danish may refer to: * Something of, from, or related to the country of Denmark People * A national or citizen of Denmark, also called a "Dane," see Demographics of Denmark * Culture of Denmark * Danish people or Danes, people with a Danish ance ...

contemporary ready-to-wear fashion brand. Founded in 2000 by gallerist Frans Truelsen, it started gaining cult popularity as a designer label in the late 2010s under the tutelage of husband-and-wife duo Nicolaj Reffstrup and Ditte Reffstrup.

History

Ganni was founded by Frans Truelsen as a line of cashmere apparel in 2000. In 2009, the Reffstrups took over the company with Ditte Reffstrup serving as creative director and Nicolaj Reffstrup as

CEO A chief executive officer (CEO), also known as a central executive officer (CEO), chief administrator officer (CAO) or just chief executive (CE), is one of a number of corporate executives charged with the management of an organization especially ...

. Ditte Reffstrup started her career as a clothes buyer for Danish and Parisian brands. Nicolaj Reffstrup, who graduated from Copenhagen Business School and earned his master's degree at IT University of Copenhagen, is a former technology entrepreneur. Private equity firm L Catterton acquired a 51%

stake Stake may refer to: Entertainment * '' Stake: Fortune Fighters'', a 2003 video game * ''The Stake'', a 1915 silent short film * "The Stake", a 1977 song by The Steve Miller Band from '' Book of Dreams'' * ''Stakes'' (miniseries), a Cartoon Netw ...

in the company in 2017.

Business model

Ganni was described by Harper's Bazaar as a luxury brand with lower-end prices, sitting between

fast-fashion Fast fashion is a term used to describe the clothing industry's business model of replicating recent catwalk trends and high-fashion designs, mass-producing them at a low cost, and bringing them to retail stores quickly, while demand is at its ...

retailers like Zara and

haute couture ''Haute couture'' (; ; French for 'high sewing', 'high dressmaking') is the creation of exclusive custom-fitted high-end fashion design that is constructed by hand from start-to-finish. Beginning in the mid-nineteenth century, Paris became th ...

brands such as

Dior Christian Dior SE (), commonly known as Dior (stylized DIOR), is a French Luxury goods, luxury fashion house controlled and chaired by French businessman Bernard Arnault, who also heads LVMH, the world's largest luxury group. Dior itself holds ...

, known as a " sweet spot". Though it is considered a success for the brand, Nicolaj Reffstrup contends that not raising their prices causes major

distribution Distribution may refer to: Mathematics *Distribution (mathematics), generalized functions used to formulate solutions of partial differential equations * Probability distribution, the probability of a particular value or value range of a vari ...

issues because of its middling price range, having chosen to drop 100 accounts even if Ganni is the best-selling brand of the retailer. Ganni remains one of the top 20 best-selling brands on luxury e-tailer Net-a-Porter. By 2017, the brand's annual revenue was £35 million, and as of 2019 it was £75 million.

Products

The company's main fashion house focuses on ready-to-wear T-shirt, pants, silhouettes, elasticized straps, waistbands, and ruching.

Campaign

In 2019, the brand launched a Denmark-wide initiative called Ganni Repeat in which garments could be rented in Copenhagen for up to three weeks at a time. At Copenhagen Fashion Week in 2020, Ganni announced an expansion of Ganni Repeat to Europe and the United States in partnership with

Levi's Levi Strauss & Co. () is an American clothing company known worldwide for its Levi's () brand of denim jeans. It was founded in May 1853 when German-Jewish immigrant Levi Strauss moved from Buttenheim, Bavaria, to San Francisco, California, to o ...

. Entitled "Love Letter," the rental-only joint collection consists of upcycled denim pieces. Ganni has collaborated widely with representatives from the creative industries to produce limited edition collections. Some examples include a range of jackets, a coat and a vest, with Icelandic 66 ° North, an outdoor clothing brand. Footwear collection with Diemme, a shoe making brand. An upcycled collection designed with Ahluwalia, a menswear design. In April 2024, Ganni collaborates with

Paloma Elsesser Paloma Kai Shockley Elsesser (born April 12, 1992) is an American fashion model. Early life Elsesser was born in London, England to an African-American mother and a father of Chilean and Swiss descent. Her Grandfather is Swiss and came from a Sw ...

on a size-inclusive line. The Paloma Elsesser x GANNI capsule collection was announced to be available, starting from 17 April 2024, in EU sizes 32-52.

Stores

Ganni has multiple outlets spread in and around Copenhagen, Denmark.

Podcast

Ganni initiated a Podcast where host Marjon Carlos speaks to different creative artists about their interests, life and activities.

Activism

During the full-scale Russian invasion of Ukraine, which is part of Russian-Ukrainian war Ganni expressed support for Ukraine. During the Black Lives Matter movement, Ganni pledged 100,000 euros to be split between

NAACP The National Association for the Advancement of Colored People (NAACP) is a civil rights organization in the United States, formed in 1909 as an interracial endeavor to advance justice for African Americans by a group including W. E.&nb ...

, and legal aid non-profit initiative

ACLU The American Civil Liberties Union (ACLU) is a nonprofit organization founded in 1920 "to defend and preserve the individual rights and liberties guaranteed to every person in this country by the Constitution and laws of the United States". T ...

Environmental

In 2022, Ganni committed to working directly with suppliers to invest in ways to mitigate carbon emissions. By 2023 Ganni is committing to eliminate its use of virgin leather for its handbags, shoes and other leather pieces, shifting towards plant-based alternative for their collection it uses grape skin derived from winemaking as an alternative to leather. In 2022, Ganni entered into a partnership with Infinited Fiber Company, to transforms textile waste into high quality fiber. As a part of its sustainability drive, Ganni is re-introducing its past season prints and fabrics with modifications. In 2021, Ganni launched its plus size clothing lineup from european size 32 to 52 to enhance inclusivity. In Dec 2021, Ganni partnered with transparency tech provider to show its garments’ origins, in the context of Supply chain transparency. In 2021, Ganni partnered with on-demand repair service Sojo in order to provide aftercare to its customers in terms of repairing purchased clothes, to enhance reusability.

References

External links

* * * * * {{DEFAULTSORT:Ganni Danish fashion Danish companies established in 2000 Danish brands