Nicolaj Reffstrup may be a founding father of Ganni and Ditte Reffstrup, his wife, currently is the Danish brand's creative director. Ganni may be a Danish contemporary ready-to-wear fashion brand. Founded in 2000 by gallerist Frans Truelsen, it started gaining cult popularity as a designer label within the late 2010s under the tutelage of husband-and-wife duo Nicolaj Reffstrup and Ditte Reffstrup.

Ganni is undoubtedly one in all the foremost exciting labels to possess initiate of the last decade. The Danish brand - which was revamped by husband-and-wife duo Ditte and Nicolaj Reffstrup nine years ago - began to slowly make waves within the industry before eventually becoming the designer label that each girl on your Instagram feed worth following, was wearing.

To give an inspiration of quite how successful the brand has become, consider that Ganni is now the quantity one contemporary brand in terms of sales at both Net-a-Porter and Browns. it's also one among the highest 20 bestselling labels overall at Net and within the top five at Browns. Net-a-Porter has increased its buy by over 800 percent since launch and can increase it further next season, which may be a very similar story at Browns.

Ganni was founded by Frans Truelsen as a line of cashmere apparel in 2000. In 2009, the Reffstrups took over the corporate with Ditte Reffstrup serving as creative director and Nicolaj Reffstrup as CEO. Ditte Reffstrup started her career as a garments buyer for Danish and Parisian brands. Nicolaj Reffstrup, who graduated from Copenhagen grad school and earned his academic degree at IT University of Copenhagen, maybe a former technology entrepreneur. Private equity firm L Catterton acquired a 51% stake within the company in 2017.

In 2019, the brand launched a Denmark-wide initiative called Ganni Repeat within which garments may well be rented in Copenhagen for up to a few weeks at a time. At Copenhagen Fashion Week in 2020, Ganni announced an expansion of Ganni Repeat to Europe and also the u. s. in partnership with Levi's. Entitled "Love Letter," the rental-only joint collection consists of upcycled denim pieces.

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 referred to as a "sweet spot". Though it's considered a hit for the brand, Nicolaj Reffstrup contends that not raising their prices causes major distribution issues due to its middling price range, having chosen to drop 100 accounts whether or not Ganni is that the best-selling brand of the retailer. Ganni remains one in all the highest 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 absolutely was £75 million.