The brand is finally withdrawing from physical retail after more than thirty years, but continues to work online responding to the transformation of customer habits and the advance of digital sales.
A Under 7. Nyugati tér an operating store is currently having a final sale, which also means the end of an era. The owners confirmed:
it is not bankruptcy, the company continues to operate, but Griff will be available exclusively through its online store in the future.
According to the company the decision is part of a longer-term transformation processwith which the company adapts to the rise of online shopping. The Griff Collection will therefore not disappear from the market, but will continue to operate digitally – one of the founder-owners’ daughters reported this in a video published on social media.
Griff is one of the patina brands of the Hungarian fashion trade: the business started in 1986 under the name Griff Gentlemen’s, as a jeans shop operating in a garage on Visegrádi Street. It grew rapidly in the nineties and was a dominant player in the domestic clothing market for decades. The brand also took on a role in sports history: Griff provided the official uniforms of the Hungarian Olympic team in Barcelona in 1992 and in Atlanta in 1996.
After the renewal in 2007, it was continued under the name Griff Collection, with a modern image and the involvement of international brands.
The company once operated 25 stores nationwide, but most of them were closed during the Covid crisis. Since then, they have gradually withdrawn from physical retail, and now they are closing their last store.
The cover image is an illustration. Cover image source: Getty Images