Based in Copenhagen and owned and run since 2009 by husband-and-wife team Creative Director Ditte Reffstrup and Founder Nicolaj Reffstrup, GANNI has developed exponentially over recent years with its Scandi 2.0 sense of style full of personality and contrasts. From what started out in 2000 as an idea and desire to create the perfect cashmere knit, GANNI is now represented in more than 600 of the world’s finest retailers as well as through 27 stores across Europe and the United States.
“With GANNI we wanted to do something different than the typical stereotypes of scandinavian fashion, which when we started were either high-concept Scandi-style or girly-boho. Aiming to create a third alternative, we sought after a more playful and effortless approach to design, that represents how I want to dress and look. Without strict dogmas or rules, but with room for personality, contrasts and experimentation.” sais Ditte Reffstrup, GANNI Creative Director.
The GANNI mission is simple: It fills a gap in the advanced contemporary market for effortless, easy-to-wear pieces that women instinctively reach for, day in, day out. Copenhagen is home and where GANNI heart is. As Danes, Ditte and her team were taught to appreciate beautiful aesthetics simply by being brought up surrounded by quality design. It’s a premise they work very seriously with, being proud of their Nordic design heritage, but not limited by its traditional minimalist expression.
In December 2017 GANNI partnered with the LVMH funded global leader in consumer brand investments L Catterton to support GANNI in fully achieving its international potential.