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Brand profile: Why Ganni is the super-cool Scandi dream

Top buyers reveal why Danish womenswear brand Ganni is “one of the hottest brands right now”, while its CEO explains the price, quality and brand equity trifecta that is contributing to its success.

When a brand gains its own tribe-like following – search the Instagram hashtag #GanniGirls for proof – is worn by an array of top models, internet influencers and industry insiders, and stages one of the buzziest shows of last month’s Copenhagen Fashion Week, you know it is doing something right.

The brand in question is Danish label Ganni. Launched in 2000, Ganni has 13 stores in Denmark but has remained somewhat under the radar outside its native Scandinavia until recently. Now it has undergone quite the revolution, expanding its UK stockist list expanding for autumn 16 to include Selfridges, Browns, Liberty and independent Goodhood, and etailers Net-a-Porter and Mytheresa.

Backstage (1)

Backstage (1)

Ganni spring 17 at Copenhagen Fashion Week

“When we entered the company in 2007, I felt that something was missing on the Scandinavian fashion scene,” says CEO Nicolaj Reffstrup, who is leads Ganni with his wife – the brand’s creative director – Ditte. “I sought a more playful and effortless approach to fashion as an alternative to the two main looks of the time: high-concept Scandi style or girly boho.”

Not only did Ganni move away from the minimal, monochrome Scandi and the boho looks, it leapt in its own direction of bold prints, jazzy fabrics and interesting textures. With its cool, casual eccentricity and range of unique but wearable and effortless pieces, it now creates trends rather than emulating them.

It also balances a premium sense of exclusivity with a wearable commerciality and all with an extremely keen price point, referring to its positioning as “advanced contemporary”. Wholesale prices for spring 17 range from £15 for a T-shirt to £300 for jackets.

“Price defines a product,” explains CEO Reffstrup. “Therefore we are convinced that what we do is hitting it right there on the sweet spot – the equilibrium between price and quality, but more importantly also brand equity. Precisely with this trifecta you’re getting the most bang for your buck.”

Backstage (2)

Backstage (2)

Ganni spring 17 at Copenhagen Fashion Week

And that is why the label has caught the attention of so many prominent buyers. Selfridges’ contemporary womenswear buyer Ruth Hickman sums it up: “It’s super-cool Scandi dressing at an exceptionally competitive price point. It’s the dream.”

The buyers’ view

Buying director laura larbalestier crop

Buying director laura larbalestier crop

Laura Larbalestier, buying director at Browns

“Ganni is one of the hottest brands right now. It’s the cool girl’s go-to for effortless Copenhagen style with great pieces to mix with what you already own to create an effortless look. I think Ganni is one of the game-changing contemporary brands that really appeals to a wide range of women and has an amazing brand image that’s really been cleverly established on Instagram. It’s also got a great price position, so it is easier to invest in multiple pieces.”

Mytheresa tiffany hsu crop

Mytheresa tiffany hsu crop

Tiffany Hsu, buying manager at Mytheresa

“Ganni first grabbed my attention in spring 16. Pictures from the catwalk show were all over Instagram and I was curious to see more. This brand that I had known so little about before all of a sudden seemed incredibly relevant and effortlessly cool. Ganni really manages to offer the customer a highly contemporary look with an added dose of Danish cool. The brand is more about setting trends and less about just offering an interpretation of current trends. It has its own direction.”

Scott tepper liberty crop

Scott tepper liberty crop

Scott Tepper, fashion buying director at Liberty

“Artistic yet easy, for Liberty’s contemporary floor, Ganni is a sassy younger sister to the Dries Van Noten shop upstairs. Ganni stands out for the sophistication of its prints, combined with the ease of the silhouettes. It’s an almost effortless way to look glamorous. The brand sells to such a broad range of clients – our head of visual identity loves it, as do so many local professionals in creative fields. At the same time we have top clients who shop through our private suite that have become collectors. Everyone loves the ease of the garments and the amazing price-to-value ratio.”

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