Founded in 2000 in Copenhagen and taken over in 2009 by Ditte and Nicolaj Reffstrup, Ganni has established itself as a pioneering Danish DNVB at the forefront of contemporary Nordic style.
Their mission: to make “Scandi-cool” more human, colorful, and sustainable—creating responsible fashion with a strong visual identity.

Ganni’s Rise

In France, the brand is experiencing phenomenal growth: Google searches jumped from 15,000 in 2021 to over 60,000 in January 2024 (+300%), peaking in the first half of 2024—proof of the growing public interest in Ganni.

The brand saw strong acceleration at the end of 2023 and early 2024, driven by rising awareness.
Search levels have remained high and steady through 2025, confirming lasting success and a solid foothold in the French market.

Ganni has strengthened its presence through new store openings and greater visibility in media and on social networks.
Balancing a refined digital strategy with a sustainable vision, Ganni stands as one of the most influential Scandinavian brands in France.

Who Are Ganni’s Consumers?

Ganni’s customers represent a new urban generation at the intersection of style and environmental awareness.
Mostly aged between 18 and 30, these young women—often referred to as the “Ganni Girls”—embody a connected, curious, and engaged audience with growing purchasing power.

They live in major European cities such as Paris, Copenhagen, and Berlin, frequent creative districts, and seek inspiring retail experiences rather than simple transactions.
Their world blends lifestyle aesthetics, ethical values, and a search for authenticity.

This audience is drawn to immersive, meaningful spaces where the environment becomes an extension of the brand’s identity.
They expect renewed store formats that favor:

• Responsible and creative concepts
• Immersive product storytelling
• Locations in vibrant, urban neighborhoods close to social and digital communities

The Danish brand perfectly captures this evolution: a label that attracts a generation in search of purpose and redefines the codes of contemporary urban retail.

Why Open a Ganni Store in Your Shopping Center?

Ganni’s concept is the epitome of modernity—a living, aesthetic, and connected retail experience.

• Strong visual identity: Pastel tones, recycled furniture, lighting effects, and open layouts create an atmosphere that’s both joyful and premium.

• Experiential design: The store invites customers to live the brand rather than simply consume, with fluid layouts and discovery-driven spaces.

• Social and visual appeal: Its colors, textures, and setups make it highly photogenic—perfect for sharing on social media.

Hosting a Ganni store in a commercial space enhances the site’s image, injects modernity, and creates an experiential destination where shopping becomes a memorable experience.

Ganni’s Store Profiles and Locations

Ganni chooses “prime” locations of medium size—typically between 130 and 230 m²—as illustrated by its Paris boutique at 118 Rue Vieille-du-Temple in Le Marais.
These two-level spaces reflect a selective expansion strategy focused on high-traffic, high-image areas rather than large-scale rollouts.
This approach reinforces the brand’s premium and experiential positioning.

Ganni’s Best-Selling Products

Data from Yourban.ai confirms the rise of Ganni’s iconic products, particularly bags and T-shirts, which now drive most of the brand’s attention and traffic.

• Ganni bags: with 27,100 monthly searches and a +311% year-on-year increase, the Ganni bag stands as the brand’s flagship product.
  The black bag shows a spectacular +823% surge, symbolizing timeless, durable style, while the leopard bag (+39%) reflects bold, expressive fashion choices.
  These results demonstrate Ganni’s ability to create emotionally charged accessories that go viral on social media (over 1,000 posts under #GanniBag on Instagram).
• Ganni T-shirts: with 1,600 monthly searches, the T-shirt remains an emblematic piece of the brand’s universe.
  Beyond being a wardrobe staple, it maintains a strong bond with the “Ganni Girls” community and serves as an accessible entry point to the brand.

Ganni vs. Other DNVBs

Let’s take a key example in physical retail: Jimmy Fairly.
Although the product range differs, both brands have achieved remarkable online popularity.

• Ganni has seen steady growth since 2023, reflecting a continuous rise in consumer curiosity and interest in the French market.
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• Jimmy Fairly, for its part, shows a more stable curve, confirming strong brand awareness and consistent digital presence—peaking at over 165,000 monthly searches in 2024.

A clear equation emerges:
Digital visibility + alignment with consumer expectations = ❤️

Ganni’s Openings and Ambitions

The brand continues its global expansion, with recent openings in Paris By Newmark (Le Marais and Saint-Honoré), Amsterdam (Oud-Zuid), London (Soho), and New York (SoHo).

Its goal? To become the benchmark for responsible luxury for a generation that wants to blend style and purpose.

Ditte and Nicolaj Reffstrup are multiplying collaborations—with Levi’s, New Balance, and Juicy Couture—to broaden their community while maintaining a strong sustainable footprint.
This ambition and trajectory echo those of Polène.

Looking Ahead

Want to anticipate the next retail opportunities?
Contact Yourban.ai to identify the most promising neighborhoods, analyze search trends around brands like Ganni, and detect high-potential retail spaces before your competitors.

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