Ganni makes a second attempt and expands again with its own store in Germany. The own store is located in Berlin, where there was already a store in the past.
The Danish luxury brand has chosen Rochstrasse in the Mitte district as the location for the Berlin flagship, Ganni announced on Wednesday. The store is scheduled to open this week.
“I love Berlin, the city is so full of culture, art and incredible people,” said Ganni Creative Director Ditte Reffstrup. “It’s so diverse and you always feel welcome, and that’s what we want to convey to people with Ganni. We have a super loyal community in Germany and I’m so glad we can share that with everyone!”
For the store design, the founders Ditte and Nicolaj Reffstrup relied on a relaxed atmosphere. Retro vases also meet vintage furniture and art by female talent. This also promotes the local community. A work by the Berlin-based artist Isis-Maria Niedecken is on display.
Sustainability also plays a role in store design. The pedestals are made from recycled plastic waste, the inner shelves are made from pressed old fabrics and the upcycled Artek stools are also made from old Ganni fabrics.
Ganni with store back in Germany
In 2014, Ganni opened the first store in Berlin’s Bikini Berlin shopping center. A year later, a second store followed in Frankfurt. In total, there are said to have been three stores in Germany that closed their doors by 2017, Vogue Business reported.
The last remnants of the stores in the Berlin mall and in Frankfurt appear to be dormant social media accounts. There are the Instagram pages ‘Ganniberlin’ and ‘Gannifrankfurt’, where something was last posted in 2015 and 2017 respectively.
This article was supplemented on October 6th with background information on previous stores in Germany.