Ganni

Ganni is a Danish contemporary ready-to-wear fashion brand.[1] 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.[2]

Ganni
Product typeClothing
OwnerL Catterton
CountryDenmark
Websitewww.ganni.com

History

Ganni was founded by Frans Truelsen as a line of cashmere apparel in 2000.[3] In 2009, the Reffstrups took over the company with Ditte Reffstrup serving as creative director and Nicolaj Reffstrup as CEO. Ditte Reffstrup started her career as a clothes buyer for Danish and Parisian brands.[4] Nicolaj Reffstrup, who graduated from Copenhagen Business School and earned his master's degree at IT University of Copenhagen,[4] is a former technology entrepreneur.[5] Private equity firm L Catterton acquired a 51% stake in the company in 2017.[6]

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. Entitled "Love Letter," the rental-only joint collection consists of upcycled denim pieces.[7]

Business model

Ganni is described by fashion analysts as a luxury brand with lower-end prices, sitting between fast-fashion retailer Zara and high-fashion brand Dior, also known as a "sweet spot".[2] Though it is considered a success for the brand, Nicolaj Reffstrup contends that not raising their prices causes major distribution issues because of its middling price range, having chosen to drop 100 accounts even if Ganni is the best-selling brand of the retailer.[2] 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.[8]

References
  1. Ilyashov, Alexandra. "This Scandinavian Brand Is Responsible for Pretty Much Every Major Trend Right Now". Glamour. Retrieved 2018-10-11.
  2. "Why authenticity has been the key to Ganni's huge success". Harper's BAZAAR. 2018-09-18. Retrieved 2018-10-11.
  3. Schneier, Matthew. "Out to Lunch With the Women of Ganni".
  4. "Nicolaj & Ditte Reffstrup". The Business of Fashion.
  5. "On a Runway in Copenhagen, Dancing in the Rain". New York Times.
  6. "L Catterton Acquires Majority Stake in Ganni". Business of Fashion. 14 December 2019.
  7. Bobb, Brooke. ""Worn by Many but Owned by None": Ganni and Levi's Launch a Rental Denim Collaboration". Vogue. Conde Nast.
  8. "On a Runway in Copenhagen, Dancing in the Rain". New York Times. August 13, 2019.
This article is issued from Wikipedia. The text is licensed under Creative Commons - Attribution - Sharealike. Additional terms may apply for the media files.