Ganni


Ganni is a Danish contemporary ready-to-wear fashion brand. Founded in 2000 by gallerist Frans Truelsen, it gained recognition as a designer label in the late 2010s under the leadership of Nicolaj and Ditte Reffstrup.
The company's main fashion house focuses on ready-to-wear T-shirt, pants, silhouettes, elasticized straps, waistbands, and ruching.
Ganni has multiple outlets spread in and around Copenhagen, and 25 stores in the US.

History

Ganni was founded by Frans Truelsen as a line of cashmere apparel in 2000. 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. Nicolaj Reffstrup, who graduated from Copenhagen Business School and earned his master's degree at IT University of Copenhagen, is a former technology entrepreneur. Private equity firm L Catterton acquired a 51% stake in the company in 2017. In 2024, former deputy CEO of Balenciaga, Laura du Rusquec was appointed CEO.
Harper's Bazaar described Ganni as positioned between fast-fashion retail and haute couture. Ganni is one of the top 20 best-selling brands on Net-a-Porter. By 2017, the brand's annual revenue was £35 million, and as of 2019 it was £75 million.

Marketing

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. Ganni has collaborated with various creative-industry partners on limited-edition collections. Some examples include a range of jackets, a coat and a vest, with Icelandic 66 ° North, an outdoor clothing brand. Footwear collection with Diemme, a shoe making brand. An upcycled collection designed with Ahluwalia, a menswear design.
In April 2024, Ganni collaborated with Paloma Elsesser on a size-inclusive line. The Paloma Elsesser x GANNI capsule collection was announced to be available, starting from 17 April 2024, in EU sizes 32-52.
Ganni has a podcast where host Marjon Carlos speaks to different creative artists about their interests, life and activities.