Copenhagen-based women’s fashion brand Ganni is expanding into the Canadian market this year with its first store set to open at Toronto’s Yorkdale Shopping Centre. More locations are expected in major markets after the brand established itself before the pandemic in retailers including Hudson’s Bay and Holt Renfrew.
The Yorkdale Ganni location will be in a newly-formed ‘luxury wing’ made possibly when Louis Vuitton opened a large store in October of 2020. Thom Browne, Golden Goose and others have since opened nearby.
Ganni was founded in the year 2000 by Copenhagen gallery owner Frans Truelsen. Husband-wife duo Ditte and Nicolaj Reffstrup now own nearly half of the company and lead the brand’s creative direction. Ganni’s website says that the brand is intended to “fill a gap in the advanced contemporary market for effortless, easy-to-wear pieces that women instinctively reach for day in, day out.” Pieces are meant to mix-and-match, including feminine pieces paired with denim and sneakers.
Prices for Ganni fashions are in the ‘contemporary’ price-point for its ready-to-wear, bags, accessories, and footwear.
LVMH-affiliated private equity firm L Catterton acquired 51% of Ganni in 2017 and the brand has been growing rapidly since. Ganni launched its first stores in the United States in the fall of 2019 in New York City and Los Angeles and more have since opened.
Ganni is working with Jeff Berkowitz of Aurora Realty Consultants. Ganni is seeking retail spaces in the 1,000 to 1,500 square foot range for stores in major Canadian markets, with a focus on street-front spaces as well as within enclosed shopping centres.
Ganni’s direct-to-consumer expansion in Canada is on trend as brands are increasingly seeking to open standalone stores. Being a retailer means that Ganni is able to control store design, merchandising and staffing, while interacting directly with its consumer base through social media channels while also gaining access to data. Pastel-coloured walls, globe-like light fixtures and tile flooring characterizes Ganni stores which appear casual and feminine in design.