Ganni launches denim capsule collection via Net-A-Porter

By

Tanissia Issad

Translated by
Benjamin Fitzgerald

Published
Apr 4, 2018

Danish brand Ganni has been around for eighteen years, and already it has lived several lives. Founded in 2000 by Frans Truelsen, the small label started off doing cashmere. Ditte and Nicolaj Reffstrup acquired the label in 2009, before transforming it into an on-trend brand that grew to be a favourite among journalists and online influencers. And now, the cult brand enjoys the backing of major investment firm L Catterton. 
 

Posting under the hashtag #GanniGirls (with some 16,400 posts), these social media stars are the reason behind the brand's success, according to many observers. Over seasons, many of them have taken to the web to show off the "Cherry Bomb" t-shirt, the puffy-sleeved sweater or the polkadot split skirt. 

Ganni, which is stocked in 400 outlets across 20 countries, as well as in 21 local Scandinavian stores, has formed a bold retail partnership to build prestige. Available on sites such as Asos and Farfetch, the brand has also adopted a strategy of launching and selling capsule collections via handpicked pure players in the retail game.

In May 2017, Ganni first partnered with Net-A-Porter on a floral collection, sold exclusively via the online British retailer and in select Ganni stores. Five months later, Ganni tapped German online retailer Mytheresa for a 17-piece mini-collection. And now, March 23, Net-A-Porter has once again partnered with the Dane to present its debut denim line. 
 
In total, ten pieces will go on sale, starting from 349 euros. Each model has been signed by Ditte Reffstrup and Swedish creative studio Magniberg, which has done work for Saint Laurent and Givenchy, among other brands.

"We've been wanting to do denim for a while, so when denim geniuses Magniberg came to us to collaborate, we jumped at the opportunity to make a Ganni denim line that plays with colour and contrast," Reffstrup explained.
 
Lisa Aiken, retail director of Net-A-Porter, praised the collaboration between Ganni and the British retailer, saying: "The few pieces that we made in time for fashion week have already been seen everywhere in the streets."

And with quite some reach: from influencer Camille Charrière to designer Thora Valdimars, they were all seen on Instagram flaunting their new favourite jeans by Ganni.
 
Ganni's continued success looks like a sure bet. In December 2017, the brand yielded a majority stake to LVMH-backed investment firm L Catterton, which will strengthen Ganni's position, "thanks to the incomparable expertise (of L Catterton) in developing brands and their profound understanding of the functioning of global brands," according to Nicolaj Reffstrup.