Ganni completes U.S. debut with opening of first Los Angeles store
today Oct 29, 2019
Having unveiled its first physical store outside of Europe in New York earlier this month, cult Scandi brand Ganni has completed its much-anticipated bicoastal U.S. brick-and-mortar debut with the opening of a location in LA.
Located in West Hollywood, the Danish brand’s latest store is a stone’s throw away from fellow purveyor of Scandinavian chic, Acne.
The location stocks Ganni’s womenswear, footwear, bags and accessories, as well as exclusive pieces, including swimwear. In line with current experiential retail trends, the store seeks to channel the brand’s signature aesthetic into a pastel-colored shopping destination featuring vintage design pieces and a photo collage wall.
“We hope that people get a slice of Copenhagen life when they come into our stores,” explained Ganni co-founder and CEO Nicolaj Reffstrup in an interview with Vogue.
Founded by Reffstrup and wife Ditte – the brand’s creative director – in 2000, Ganni has had a busy twelve months, also opening new locations in London and Stockholm. The brand currently has just over 20 standalone stores to its name in Europe, but its products are available to purchase in more than 400 multibrand retailers around the world.
First announced in May, Ganni’s American brick-and-mortar debut comes a little over a year after the brand introduced U.S. shipping to its e-commerce website, a move that was met with widespread glee from stateside Ganni fans.
And by all accounts the move west seems to have fulfilled dreams for Ganni’s co-founders, as well.
“Ditte and I both really love the U.S. and have many great memories of road trips and wild adventures. There’s a feeling of freedom and big-time dreaming I find so appealing,” said Reffstrup in a press release published in May. “It’s always been our goal to create a Copenhagen-based brand with global ambitions and these two new stores feel like an exciting step in that direction.”
The brand celebrated the opening of its LA location with a dinner at the Dresden in Hollywood. The event was hosted by Kate Foley, Dree Hemingway, Ganna Bogdan and Juliette Labelle, and attended by the likes of Christine Centenera, Richie Shazam and Lykke Li.
Ganni’s LA store is now open at 9004 Melrose Avenue, West Hollywood. The brand’s NYC location opened on October 18, at 40 Mercer Street, SoHo.
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