"It’s not only about getting the brand in all the good stores, it is about getting it out of them!" A national treasure and fixed womenswear staple in Denmark (and the rest of Scandinavia) already, Ganni is slowly but surely conquering other markets, too. At the official opening party of Ganni's latest flagship addition in Frankfurt, Germany, we spoke to Stine Weinkouff, head of wholesale at Ganni, about the brand's postitioning and expansion plans. Interview by Maria Hunstig

How would you describe the Ganni style in a few words?
Stine Weinkouff (l.) with Laura-Vanessa Kutger (Ganni Frankfurt) at the official store opening
Stine Weinkouff (l.) with Laura-Vanessa Kutger (Ganni Frankfurt) at the official store opening
Ganni fills a gap in upper contemporary fashion: It is playful, but confident, uncomplicated and sexy at the same time. You can never predict what the next season will look like, but you can be sure it’s commercially reliable.

And how to you want to communicate the Ganni look to the world outside of Denmark?
Ganni experiences a very high social media exposure – we are about to reach 100.000 Instagram followers and we surely use this tool to open the eyes of potential new customers. Furthermore, our flagship stores states the feel and expression of the Ganni brand - it is very easy to understand Ganni if you look at our retail universe.

What are your goals in terms of distribution, where do you want to be positioned?
We want to be in the best stores in our markets– in some countries, this is already the case, in others we still have to work on this. To expand our distribution, we are currently adding to the upper price points of our collection – as an example, we have recently moved our shoe production from Portugal to Italy to improve the quality. With that in mind, we will always aspire to offer value for money styles – from entry price point to premium.
But it’s not only about getting the brand in all the good stores, it is about getting it out of them! Our target is to be the best performing brand in every store that we are in. Many of the people working in our headquarters originally come from the retail side which explains our strong focus on sell-through.

And which markets are you focusing on right now?
We have entered the US with our spring/summer 2015 collection and have great expectations for this market; we have already entered very high-profile accounts there.  We are investing in the UK  market by bringing sales in-house to manage the market more directly. In Germany we have three flagship stores now and there is room for more. We are experiencing a lot of interest from German accounts in the upper contemporary segment. And the feeling is mutual - we will bring more attention, further investment and more presence into the German market . In general, we do not follow any fixed expansion concept but rather trust on organic growth.

Inside the Ganni store in Frankfurt (photo: Jessica Schäfer)
Inside the Ganni store in Frankfurt (photo: Jessica Schäfer)