- Huw Hughes
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Danish fashion brand Ganni has made its UK brick-and-mortar debut with
the opening of a 2,750-square-foot store at 36 Beak Street in Soho,
London.
The London flagship is part of Ganni’s global expansion and comes just
months after the brand announced it would be opening two US flagship stores in New York and
Los Angeles this autumn.
To celebrate the opening, the brand is stocking three exclusive London
styles available only for their UK customers.
New store features product and garment tackeback scheme
The flagship store has also been designed with sustainability in mind,
featuring display podiums crafted from recycled plastic waste and trays
made from pressed fabrics. The brand’s new garment take back scheme is also
part of the new store, allowing customers to drop off unwanted clothing and
shoes from any brand, in whatever condition, to the boxes in-store. Ganni
will then donate any take back textile profits to I:CO circularity research
projects.
The scheme is part of the Scandi brand’s sustainability strategy, which
has seen over 30 initiatives launched to date. In 2017, Ganni signed the
Global Fashion Agenda Circularity Commitment to help accelerate towards a
circular approach to their business and global operations by 2020.
“Opening a Ganni store in London is a dream come true, it’s a city that
has always had my heart – I’ve been coming to the city for inspiration
since I was a teenager,” Ditte Reffstrup, creative director of Ganni, said
in a statement.
“It was my first big city experience, coming from a small town in
Northern Denmark, my whole world cracked open. There’s nothing like
people-watching in London and I’ve always been in love with the Britpop
culture. It’s always been our mission to create a Copenhagen-based brand
with global ambitions and share our Scandi 2.0 sense of style with the
world. Now with Ganni Beak Street, it feels like it’s all starting to
happen.”
Photos courtesy of the brand
