Copenhagen fashion darling Ganni is opening its first store outside Scandinavia in London’s Soho, followed by a flurry of other openings by Scandi brands such as Wood Wood and Samsøe & Samsøe.
LONDON — London’s Soho and its laid-back mix of walk-in restaurants, raunchy nightclubs and specialty retail is proving to be a magnet for Scandinavia’s fast-growing labels, with openings by Ganni, Samsøe & Samsøe, Wood Wood and Viu eyewear all taking place this summer.
Ganni, one of the buzziest labels in the region, which has helped cement the importance of Copenhagen Fashion Week and draw the industry’s attention to Danish style, opened its first store outside Scandinavia on 36 Beak Street on Friday, following much anticipation from its dedicated community of Ganni girls in the U.K.