End of an era? Iconic Hungarian fashion brand closes last store after 30 years
After more than 30 years, Griff, one of Hungary’s most iconic fashion brands, is closing its final physical store. The shop located at Nyugati Square has already begun its clearance sale, offering customers significant discounts on Griff Collection items. Although the announcement surprised many, the owners emphasised that Griff is not disappearing entirely – it will continue to operate exclusively online.
Closing sale, not bankruptcy
Following recent social media posts and videos, many speculated that the brand had gone bankrupt. However, the company has confirmed that this is not the case – the decision simply marks Griff’s exit from physical retail. The closure of the last shop is a response to shifting customer habits and the rise of online shopping. From now on, Griff Collection will serve its customers through its online store, Pénzcentrum reports.
From garage startup to national success
Griff’s story began in 1986, when its founders opened their first shop, Griff Gentlemen’s, in a garage on Visegrádi Street in Budapest, selling mainly jeans. Within a few years, the small store grew into a nationwide fashion company, later opening outlets in several shopping centres.
In the 1990s, Griff also became an important part of Hungarian sports: the brand provided the official uniforms for the Hungarian Olympic team at the 1992 Barcelona and 1996 Atlanta Games. This made Griff not only a household name in Hungarian fashion but also a proud contributor to the country’s sporting scene.
In 2007, the company rebranded as Griff Collection, introducing a more modern image and expanding its range with international brands. At its peak, Griff operated 25 stores across Hungary, becoming one of the country’s best-known clothing chains.
No recovery after the pandemic
The Covid-19 pandemic dealt a major blow to Hungary’s retail sector, and Griff was no exception. During the lockdowns, several of its stores permanently closed. Although the brand survived, customer habits had irreversibly shifted toward online shopping. Over the past few years, Griff gradually shut down its remaining stores, and with the closure of the Nyugati Square shop, an important chapter in its history has come to an end.
Griff lives on in the digital era
The founders stress that this is not a farewell, but a transformation. Griff Collection will continue to operate online, offering the same high-quality and elegant clothing that customers have come to expect.
“Griff is not disappearing – it’s entering a new era,” the owners said in a video posted on TikTok.
The legendary Hungarian fashion brand will therefore live on, even if the way people shop for its clothes changes. After three decades in physical retail, Griff’s story continues – this time in the digital space.