How Ganni Became a Global Brand

How did Ganni become a global name? Is Ganni a sustainable fashion brand? What innovation is needed for fashion brands?

Recorded live at Copenhagen Fashion Week at 1Hotel Copenhagen, Victoria sits down with GANNI co-founder Nicolaj Reffstrup to talk about building one of fashion’s most recognizable global brands.

Nicolaj shares how his background in tech shaped the way he and his wife, Ditte Reffstrup, built GANNI. He also reflects on the rise of the “GANNI Girl,” taking on outside investment, expanding internationally, and what happens when a brand becomes bigger than its founders.

The conversation explores why GANNI has never called itself a sustainable fashion brand, the business decisions behind its responsibility strategy, and why the company once walked away from bestselling products because of their environmental impact. Nicolaj also shares what he looks for when investing in founders, where he sees opportunity in materials and AI, and why he believes the future could become increasingly difficult for mid-market fashion brands.

Nicolaj answers audience questions on what he would do if he were starting his career again today, his advice for aspiring entrepreneurs, and what actually makes someone stand out when applying to work at GANNI.

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