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How Ganni Used Tech-World Tricks To Grow From A Cult Fashion Label To A Global Brand(Fortune)

Ganni held its first runway show nearly 10 years ago. It was a hot day on the grounds of a shabby Copenhagen hotel. “It was owned by a flamboyant businessman who had a tennis court in the backyard, so we had the show there,” recalls the brand’s cofounder Nicolaj Reffstrup. “I remember thinking, ‘Oh, my God, this is going to be so embarrassing.’”

As the story goes, people showed up and liked what they saw. That one moment led to a string of moments that have helped turn Ganni into a global fashion phenom, with the likes of Rihanna, Kendall Jenner, and Gigi Hadid wearing the brand and more than 39,000 organic #gannigirl posts on Instagram. In just shy of a decade, the little-known Danish label has opened its first three U.S. stores. New York and L.A. debuted nearly simultaneously in October, and Miami opened during the first week of December, during Art Basel. Over the past three years, the Copenhagen-based company has seen 50% growth in revenue year over year. The company is estimating more than 30% growth from 2018 to 2019, with projected sales of more than $88 million for 2019. It’s also on a secret mission to save the environment, launching an ambitious carbon-neutral capsule collection endorsed by the United Nations.

Read the full article on the Fortune

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