Gant
Maus Frères · Sweden
Gant is a premium casualwear brand with American roots, founded in New Haven, Connecticut, and launched in 1949, now headquartered in Stockholm. Owned by Swiss family group Maus Frères since 2008, it is known for button-down shirts and East Coast preppy style and is sold in about 70 markets.
| Founded | 1949, New Haven |
|---|---|
| Founder | Bernard Gantmacher |
| Owner | Maus Frères (since 2008) |
| Headquarters | Stockholm, Sweden |
| Markets | About 70 |
| Segment | Premium casualwear |
| Website | gant.com |
What is Gant?
Gant describes itself as American sportswear since 1949. It is a premium lifestyle brand known for shirts, polos, knitwear and rugby shirts with a preppy, Ivy League look, and today it is run from Stockholm as part of the Swiss Maus Frères group, which also owns Lacoste and Aigle.
History
Bernard Gantmacher co-founded a shirt business in New York after the First World War and moved it to New Haven, Connecticut, in 1927. The Gant label was launched in April 1949. The company became known for shirts sold to students at Yale, with details such as the back collar button, locker loop and box pleat. A sportswear line followed in 1971 and the Rugger line in 1974.
After the Gantmacher family sold the business in 1968, the brand passed through several US owners. In the early 1980s Sweden's Pyramid Sportswear gained the rights to the brand outside the US and later bought the global business in 1999. Gant listed in Stockholm in 2006 and was acquired by Maus Frères in March 2008, after which it was delisted.
Products and positioning
Gant sells men's, women's and children's clothing, including shirts, polo shirts, heavy rugger shirts, knitwear, outerwear, tailoring and denim, plus bags and accessories. It has also released a collection with Yale University, a nod to its New Haven roots.
Business model and distribution
The brand is sold in about 70 markets through more than 4,000 retailers, combining wholesale with its own stores and e-commerce.
- Own stores: monobrand stores worldwide; its oldest operating store opened in Amsterdam in 1995
- Wholesale: department stores and multibrand retailers
- E-commerce: gant.com
Why it matters
Gant is a notable example of an American heritage brand whose revival and international growth were driven from Europe. As part of Maus Frères, it shows how a privately held family group manages a portfolio of premium brands with distinct national roots.
Frequently asked questions
Is Gant a Swedish or American brand?
Gant was founded in the United States, with the label launched in New Haven, Connecticut, in 1949. Since the 1980s it has been developed by Swedish owners and is today headquartered in Stockholm.
Who owns Gant?
Gant has been owned by the Swiss family-held group Maus Frères since March 2008. The group also owns Lacoste and Aigle.