The Copenhagen-based fashion label Ganni has opened its sixth US store, bringing its distinctive brand of Scandi chic to Brooklyn’s Williamsburg neighbourhood.
Situated on 113N. 7th Street, the new store offers Ganni’s ready-to-wear and accessories, is the brand’s second in New York, following on from a SoHo location that launched back in October 2019.
According to Elle, the label’s SoHo store served as inspiration for the design of its new Williamsburg location, which features a combination of strong primary colours and soft pastels, as well as upcycled and recycled furnishings.
In order to give the store a local touch, Ganni also brought in Brooklyn-based artist Didi Rojas to decorate the space with her first-ever mural, as well as a ceramic sculpture of the brand’s best-selling lug-sole boots.
Founded by gallerist Frans Truelsen in 2000, Ganni was taken over by husband-and-wife duo Nicolaj and Ditte Reffstrup in 2009, with the former serving as CEO while the latter took up the mantel of Creative Director. The brand has since gained a dedicated following of fans around the world and also attracted the attention of LVMH-backed investment fund L Catterton, which acquired a 51 per cent stake in the company in 2017.
