Patrick Nillson's arrival at the helm of Gant in 2014 signaled a new era for the brand owned by the Swiss Maus Group, which is headquartered in Stockholm. The former head of North American activities at Adidas aims to make Gant no less than the leading lifestyle brand ahead of Ralph Lauren and Tommy Hilfiger.
Gant now has a turnover of 875 million euros with more than 750 own shops and more than 4,000 multi-brand outlets in 70 countries worldwide, while Ralph Lauren and Tommy Hilfiger have more than 7 billion and 3 billion euros respectively.
Gant’s Rental Business
Gant has also joined the rental wave. The Swedish company will offer a garment rental service with its spring-summer 2020 collection, available at its flagship store in London and in international flagship shops.
The collection consists of ten garments that consumers are able to rent for three days for 20% less than the purchase price. At the end of the period, customers will be able to keep the garment. The collection includes the men's and women's collection, with jackets, dresses, shirts and blouses.
The company's new launch falls within the framework of sustainable initiatives. Among these goals, there is also the commitment to make 80% of its collection sustainable by this year or the reduction of water use by 50% by 2025.
At the end of 2019 H&M tested the rental business in its flagship shop in Stockholm. Luxury brands such as Diane von Fürstenberg have also joined the companies that are starting to commit to this more sustainable form of consumption.
The rental of garments is added to the rest of the sustainable projects that the firm is carrying out. As part of its commitment to the planet, the cotton used will be 100% organic by 2022 thanks to the Better Cotton Initiative project. GANT is also committed to supporting sustainable leather manufacturing worldwide, which is why its a proud member of the Leather Working Group.
Another of its recycling measures is the Ocean Prep garments, which use plastic reconverted into yarn for their production. Within this framework of sustainable activities, GANT is putting its commitment to the environment and its ethical responsibility into practice.