With the uncertain economic climate for retailers, the store is set to breathe a breath of fresh air into the clothing industry in the Soho area when they make their debut. Ganni has had a presence in various retailers around the world and has previously had pop-up shops in the capital, but this is the first time a permanent base has been secured in Soho, London, to display the distinctive denims, patterned dresses and accessories.
The Scandinavian brand, which has been around since it's inception in 2000, was recently given a rebirth by husband and wife owners - Ditte and Nicolaj Reffstrup - who took over the business in 2009. The duo provide the driving force behind the success of the company with Ditte acting as Creative Director, and Nicolaj in the role of CEO, and their vision and creative instincts about what will be popular on the high street has secured a firm fan base with customers. To demonstrate their continued success, the company also won Brand of the Year in the 2014 Danish Elle Style Awards which is renowned as a prestigious competition.
The clothing is easy to wear and stylish and has attracted a number of celebrity fans such as Jessica Alba and Daisy Lowe who have been seen in a number of the cool designs which the owners of the company have promised will not be 'trend-driven.'
In addition, the couple also made a commitment not to design anything that Ditte wouldn't be prepared to wear so that they retained the authenticity of the brand. As a consequence much of the collection reflects Ditte's style which her husband has complimented her on, and he says that she somehow has the elusive 'X factor' where clothes are concerned.
The label has a combination of being both practical and comfortable in conjunction with a certain style and personality that appeals to many women and will be welcomed in the London store in Soho. The clothes are well-made using quality fabrics as part of the design, and include a range of palates and influences. Ganni also advocate social and environmental responsibility and recently partnered with the United Nation's Global Compact, or UNGC, to realize this aim more clearly.
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