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]

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.[7]

Products

The company's main fashion house focuses on ready-to-wear T-shirt, pants, silhouettes, elasticized straps, waistbands, and ruching.[8][9][10]

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. Entitled "Love Letter," the rental-only joint collection consists of upcycled denim pieces.[11] 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.[12][13] Footwear collection with Diemme, a shoe making brand.[14] An upcycled collection designed with Ahluwalia, a menswear design.[15][16]

Stores

Ganni has multiple outlets spread in and around Copenhagen, Denmark.[17]

Podcast

Ganni initiated a Podcast where host Marjon Carlos speaks to different creative artists about their interests, life and activities.[18]

Activism

During the full-scale Russian invasion of Ukraine, which is part of Russian-Ukrainian war Ganni expressed support for Ukraine.[19][20] During the Black Lives Matter movement, Ganni pledged 100,000 euros to be split between NAACP, and legal aid non-profit initiative ACLU.[21]

Environmental

In 2022, Ganni committed to working directly with suppliers to invest in ways to mitigate carbon emissions.[22] 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.[23][24] In 2022, Ganni entered into a partnership with Infinited Fiber Company, to transforms textile waste into high quality fiber.[25][26] As a part of its sustainability drive, Ganni is re-introducing its past season prints and fabrics with modifications.[10] In 2021, Ganni launched its plus size clothing lineup from european size 32 to 52 to enhance inclusivity.[27] In Dec 2021, Ganni partnered with transparency tech provider to show its garments’ origins, in the context of Supply chain transparency.[28][29] 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.[30]

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. "On a Runway in Copenhagen, Dancing in the Rain". New York Times. August 13, 2019.
  8. "Ganni Copenhagen Spring 2022 Collection". Vogue. 2021-08-12. Retrieved 2022-04-25.
  9. "GANNI Launches Its Genderless "SOFTWARE" Collection". HYPEBEAST. 2022-01-26. Retrieved 2022-04-25.
  10. "Ganni launches capsule collection made from reworked materials". www.voguescandinavia.com. Retrieved 2022-04-25.
  11. Bobb, Brooke. ""Worn by Many but Owned by None": Ganni and Levi's Launch a Rental Denim Collaboration". Vogue. Conde Nast.
  12. marts 2019, Af Amira Høg Daimar-15 (2019-03-15). "Nu lander Gannis hypede samarbejde". Costume.dk (in Danish). Retrieved 2022-04-25.
  13. "Here's Your First Official Look at the GANNI x 66°North SS19 Jacket Collabs". HYPEBAE. Retrieved 2022-04-25.
  14. "GANNI x Diemme". Diemme Footwear. Retrieved 2022-04-25.
  15. Seward, Mahoro (2021-04-19). "Ganni x Ahluwalia is the unexpected collab we needed". i-D. Retrieved 2022-04-25.
  16. "Ganni Reveals an Upcycled Collection Designed With Ahluwalia". Vogue. 2021-04-16. Retrieved 2022-04-25.
  17. "Stores". Ganni a/s. Retrieved 2022-04-25.
  18. "GANNI Talks-podcasts | Podcasts om mode og kultur | GANNI DK". Ganni a/s (in Danish). Retrieved 2022-04-25.
  19. "The fashion industry come together to save Ukraine". BURO. Retrieved 2022-04-20.
  20. "GANNI UKRAINE DONATION". drc.ngo. Retrieved 2022-04-20.
  21. Dazed (2020-06-08). "Here are the brands who have posted in support of Black Lives Matter". Dazed. Retrieved 2022-04-25.
  22. "Ganni's carbon rethink: Offsetting is out. Insetting is the future". Vogue Business. 2022-02-17. Retrieved 2022-04-25.
  23. "How Ganni Plans to Eliminate Leather". The Business of Fashion. Retrieved 2022-04-25.
  24. "These Ganni shoes are made from grapes". www.voguescandinavia.com. Retrieved 2022-04-25.
  25. Wessel, Rosalie (2021-11-11). "Ganni partners with Infinited Fiber". FashionUnited. Retrieved 2022-04-25.
  26. Velasquez, Angela (2021-11-19). "Ganni to Use Infinna Fiber in Future Collections". Sourcing Journal. Retrieved 2022-04-25.
  27. "Ganni launches new plus size range with 11 Honoré". www.voguescandinavia.com. Retrieved 2022-04-25.
  28. "How Ganni is delivering supply chain transparency". Glossy. 2021-12-06. Retrieved 2022-04-25.
  29. "The Story Behind The 2000s-Inspired Metallic Jeans Trending On TikTok". Bustle. Retrieved 2022-04-25.
  30. "Should Brands Be Responsible For Repairing Our Clothes?". British Vogue. 2021-11-28. Retrieved 2022-04-25.
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