Ganni is one of the first in a flurry of Scandinavian exports to set up shop in London's W1
Floral tea dress; hot pink animal print; boiler suits and croc-effect leather ankle boots; these are just a few of the signature items by Ganni that have been ubiquitous in London this summer. The cult Danish label has strengthened its position as brand de jour by opening a standalone boutique on Beak Street in Soho, which is every bit as cool and colourful as you might expect.
Ganni was founded in 2009 by wife-and-husband duo Ditte and Nicolaj Reffstrup in Copenhagen. In a struggling retail landscape, it is one of the industry’s greatest success stories, growing from a relatively under-the-radar independent label into a multi-million-pound global operation. Its recipe for success? Ganni was one of the first labels to discount stereotypical Scandinavian minimalism in favour of bold colours and playful experimentation, with a chic, laidback sensibility. It draws inspiration from Copenhagen's vibrant art and design scene, while also advocating responsible and environmentally-aware production methods. The brand has been mapping its carbon footprint since 2016 and its sustainable swimwear line, which launched this summer, has been made using predominantly recycled fabric.
The new 2750 sq ft boutique has been created in partnership with Danish design studio Stamuli Architecture. Pastel-tone walls are adorned with artwork by female creatives including Emma Kohlmann and Monica Kim Garza, while a paper-mâché sculpture by Misaki Kawai has been brought over from The Apartment in Copenhagen. Rugs are upcycled from old Ganni fabrics and it also operates a Take Back scheme, which invites customers to drop-off unwanted clothing and accessories.
The boutique holds London-exclusive products including a black leather blouse (£440) and mini skirt (£350) patterned with sweet yellow posies, reflective of Ganni’s unique knack for creating pretty pieces with a cool-girl edge.
"London is a city that has always had my heart, I’ve been visiting for inspiration since I was a teenager,” recalled Nicolaj Reffstrup. “It was my first big city experience, coming from a small town in Northern Denmark, and my whole world cracked open. There’s nothing like people-watching in London and I’ve always been in love with the Britpop culture.”
Ganni is among a flurry of Scandinavian brands to settle in Soho. Samsøe & Samsøe has also opened a few doors down, while Byredo’s UK flagship is on Lexington Street. Earlier this month, Copenhagen Fashion Week made global news for its elegant edit of chic and achievable trends at aspirational price points, showcasing Ganni alongside Cecilie Bahnsen and Stine Goya, both available at Selfridges.
With Denmark often declared one of the world's happiest countries, here's hoping this new Smörgåsbord of Scandi style helps to spread joy across London this autumn.
Ganni, 36 Beak Street, Soho, London W1F 9RF, ganni.com