Ron Dorff, the French‑Swedish menswear brand, will open a new UK flagship store at 32 Berwick Street in Soho, London, according to an announcement from Shaftesbury Capital. The store will occupy approximately 600 sq ft and will display the brand’s range of men’s fashion and accessories, including sportswear, loungewear, underwear, and swimwear.
Founded in 2015, Ron Dorff combines Swedish functional design with French style. The brand has been covered by publications such as Vogue, GQ, and Esquire for its design and quality.
The partnership between Ron Dorff and Shaftesbury Capital began in 2016, when the landlord supported the brand’s entry into physical retail with a first UK store on Earlham Street in Seven Dials. The new Berwick Street location places Ron Dorff opposite Scandinavian‑inspired retailers Sandqvist and Nudie Jeans, and near other menswear operators including Salomon, Oliver Spencer, and Chris Kerr Tailors.
Berwick Street also hosts other flagship brands such as Wolf & Badger, Blackhorse Lane Ateliers, and Ronning, which have taken space there with Shaftesbury Capital in recent years.
William Oliver, Director of Retail & Restaurant Leasing at Shaftesbury Capital, said: “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 & CEO of Ron Dorff, said: “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.”
The signing follows recent leasing activity in Soho’s menswear sector, with openings for brands such as ALOHAS and Sheep Inc.
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