Ganni
Ganni is a Danish luxury ready-to-wear fashion label. Founded in 2000 by gallerist Frans Truelsen, it began to gain cult status as a designer label under the leadership of spouses Nicolaj Reffstrup and Ditte Reffstrup in the late 2010s.
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Textured Blazer with binding detail
History
Ganni was founded in 2000 by Frans Truelsen as a cashmere line. In 2009, the Reffstrups took over the company, with Ditte Reffstrup serving as creative director and Nicolaj Reffstrup as CEO. Ditte Reffstrup began her career as a fashion buyer for Danish and Parisian brands. Nicolaj Reffstrup, who studied at Copenhagen Business School and earned his master's degree from IT University Copenhagen, is a former technology entrepreneur. Private equity firm L Catterton acquired a 51% stake in the company in 2017.
Business Model
Ganni is described by fashion analysts as a luxury brand with lower prices, positioned between fast-fashion retailer Zara and high-fashion brand Dior, also known as the "sweet spot". While considered a success for the brand, Nicolaj Reffstrup claims that not raising their prices due to the mid-price segment leads to significant distribution issues and has decided to cut 100 accounts, even though Ganni is the top-selling brand for the retailer. Ganni remains one of the top 20 selling brands at luxury e-tailer Net-a-Porter. The brand's annual revenue was £35 million by 2017, and £75 million by 2019.
Campaign
In 2019, the brand launched a nationwide initiative in Denmark called Ganni Repeat, where clothing in Copenhagen could be rented for up to three weeks. During Copenhagen Fashion Week 2020, Ganni announced an expansion of Ganni Repeat to Europe and the United States in collaboration with Levi's. The joint rental-only collection titled "Love Letter" consisted of recycled denim pieces. Ganni extensively collaborated with representatives from the creative industry to produce limited collections. Examples include a range of jackets, a coat, and a vest in collaboration with Icelandic outdoor clothing brand 66° North, a shoe collection with Diemme, a shoe brand, and a upcycled collection, designed with Ahluwalia, a menswear designer.
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