Upmarket Danish fashion brand Ganni has chosen to make its UK store debut in Soho, the Evening Standard can reveal.
The Copenhagen-based label, which counts TV presenter Holly Willoughby and actress Jessica Alba among its celebrity fans, has signed a lease for a 2750 square feet store at 36 Beak Street.
The brand, owned by husband and wife duo Nicolaj and Ditte Reffstrup since 2009, has a huge following in Scandinavia with outlets in Denmark, Sweden and Norway.
In Britain its clothes are sold online or in stores such as Selfridges.
Matt Paulson-Ellis at Levy Real Estate, which advised the landlord Titan Investments on the deal, said: “London remains an essential location for cutting-edge international brands like Ganni.”
He added: “Soho is the perfect environment for their debut in the capital. There’s no sign of these brands being deterred by the ongoing Brexit confusion.”
The store is expected to open in spring.
