The company 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 array of men’s fashion and accessories from the 600sq ft 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. Ron Dorff also joins the likes of Wolf & Badger, Blackhorse Lane Ateliers and Ronning on Berwick Street, all of which having taken flagship space there with Shaftesbury Capital in recent years.
William Oliver, Director of Retail & 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.”
