Ganni opens first standalone London store
Ganni, the Copenhagen contemporary womenswear brand that has taken social media by storm, has opened the doors of its first standalone UK store today.
Based at 36 Beak Street in London's Soho, the store reflects the brand's quirky and offbeat personality with blocks of pink, yellow and blue interspersed throughout.
Also in keeping with the ethos of the clothing the store has been designed with sustainability front of mind with the introduction of a new garment take-back scheme which allows customers to drop off clothing from any brand for re-use and recycling.
Profits from the scheme will be donated to circularity research projects via I:CO, which runs the programme.
Three exclusive styles have been created especially for the London store: a black leather blouse (£440) and mini skirt (£350), both printed with tiny yellow flowers, and a logo-heavy long-sleeved T-shirt (£90).
Ganni was founded in 2000 as a cashmere brand by Frans Truelsen. Husband and wife team Nicolaj and Ditte Reffstrup joined nine years later and then transformed it into a globally renowned contemporary brand, whose growth has been fuelled by social media and the so-called #GanniGirls.
Its off-beat style of mismatched patterns and midi-length wrap skirts and dresses paired with chunky sneakers and hiking boots has been hugely influential, and the brand is stocked by some of the world's most prestigious multi-brand retailers including Selfridges, Net-A-Porter.com, Matchesfashion.com and Mytheresa.com.
In 2017 the company sold a majority stake to private equity house L Catterton as part of a move to take the brand global. L Catterton's shareholders include LVMH and Group Arnault.