At a time when most industry watchers will tell you that “There is no more ‘middle market’ ” – one brand is proving that there is. However, to win that customer you first need to know what appeals to them, and then you have to consistently deliver on that.

From its unlikely beginnings selling unique fashion items in an art gallery, Ganni has evolved into a best selling international brand that Millennials see as their vision of affordable luxury.

By 2017 Ganni was valued at $700 million. That year L Catterton, the private equity affiliate of LVMH, purchased a 51% stake in the company.   That move helped the brand expand its international presence. Today, Ganni is sold at 600 premium retailers in 26 different countries. It also operates 40 stores.

Strategic Market Positioning

Ganni (Denmark) targets consumers who are interested in fashion, but don’t want to spend hundreds of dollars on a basic dress or simple T-shirt.  This customer cares about quality, values sustainability, and also wants something with a fashion sense – but not over-the-top fashion.