Ganni to open debut UK store in London's Soho

Ganni, the buzzy Danish women's contemporary brand, is to make its UK retail debut with a store opening in London's Soho in the Spring.

The brand, which has been owned by husband and wife team Nicolaj and Ditte Reffstrup since 2009, will open a 2,750 sq ft store at 36 Beak Street.

Matt Paulson Ellis at Levy Real Estate said that London remained an essential location for "cutting edge international brands like Ganni".

"Soho is the perfect environment for their debut in the capital. There’s no sign of these brands being deterred by the ongoing Brexit confusion,” he said.

Ganni's off-beat, eco-conscious clothing and its accessible pricing have made it a major hit with social media influencers and celebrities alike. It has been the driving force behind the printed dress/wrap skirt and sneakers/hiking boots trend that has dominated contemporary womenswear for the past two seasons.

The brand was founded by Frans Truelsen in 2000 and the Reffstrups took over nine years later with Ditte Reffstrup as creative director. Last year Ganni sold a controlling stake to private equity house L Catterton, whose shareholders include LVMH and Group Arnault.

At the time Nicolaj Reffstrup said the investment would enable that brand to scale up internationally. Earlier this year it appointed a new CEO in the form of Andrea Baldo, who was previously CEO at Italian accessible luxury brand Coccinelle and prior to that held senior roles with labels such as Marni, Diesel and Maison Margiela.

Baldo is based at Ganni's East London offices and studios and took over the role from Nicolaj Reffstrup who is focusing on sustainability, branding and technology.

Ganni has a number of high profile UK stockists including Net-A-Porter, Selfridges, Matchesfashion, Liberty, Coggles and independent Iris among others.