Shaftesbury Capital has announced that Ron Dorff, the French-Swedish menswear brand, will be launching a new UK flagship store in Soho, at 32 Berwick Street.
The premium lifestyle brand will be showcasing its men’s fashion and accessories from the 600sqft space, including sportswear, loungewear, underwear and swimwear. Ron Dorff was founded in 2015 combining Swedish functionality with French style, with a focus on upgrading iconic menswear staples. The brand has been recognised for its quality and design by publications including Vogue, GQ and Esquire.
The relationship between Ron Dorff and Shaftesbury Capital began 10 years ago, when the leading West End landlord supported the brand into physical retail with a first-ever UK store, on Earlham Street in Seven Dials. In relocating to Berwick Street, Ron Dorff now sits opposite fellow Scandinavian-inspired retailers Sandqvist and Nudie Jeans, and close to other bespoke menswear operators such as Salomon, Oliver Spencer and Chris Kerr Tailors.
William Oliver, director of retail and restaurant leasing at Shaftesbury Capital, commented: “Our approach to leasing is thematic – we look at a space and the location in which it sits, and think about what type of brand would be most successful there. Having worked with Ron Dorff for 10 years, we have a deep understanding of their operation, and customer base. When we looked at 32 Berwick Street, it was clear that a premium menswear brand of that calibre would suit the space perfectly, and it’s a success story for our West End portfolio that we’ve been able to relocate them, providing a fresh opportunity but ensuring they can continue to make the most of a high footfall, ever-popular shopping district.”
Claus Lindorff, founder and CEO of Ron Dorff, added: “Shaftesbury Capital gave Ron Dorff its first taste of physical retail back in 2016, and we’ve not looked back. We might be stocked in other stores, but having a standalone location is so important for our brand recognition and for our customers that love shopping pure Ron Dorff collections. When we were approached about moving to Berwick Street, seeing the other brands here and those that also relocated recently for new flagships, we could see the opportunity, and are delighted to be in this part of the West End.”
