French-Swedish menswear brand picks Soho for flagship UK store

French-Swedish menswear brand Ron Dorff is set to launch a flagship store within Shaftesbury Capital’s Soho estate in London.

Located at 32 Berwick Street, the 600 sq ft store will offer a range of men’s fashion and accessories, including sportswear, loungewear, underwear, and swimwear.

The relationship between Shaftesbury Capital and Ron Dorff began 10 years ago, when the West End landlord supported the brand’s first venture into UK physical retail with a debut opening on Earlham Street in Seven Dials.

By relocating to Berwick Street, Ron Dorff will now sit opposite fellow Scandinavian-inspired retailers Sandqvist and Nudie Jeans, and close to other menswear operators including Salomon, Oliver Spencer, and Chris Kerr Tailors. Ron Dorff also joins the likes of Wolf & Badger, Blackhorse Lane Ateliers, and Ronning on Berwick Street, all of which having taken flagship spaces there with Shaftesbury Capital over recent years.

William Oliver, director of retail and 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, 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.”