London’s Soho continues to be a magnet for international brands and major landlord Shaftesbury Capital has just announced that Ron Dorff, the French-Swedish menswear label, is to launch a new UK flagship store there at 32 Berwick Street. 

It covers a 600 sq ft space offering the label’s menswear and accessories, including sportswear, loungewear, underwear, and swimwear. 

The 11-year-old brand focuses on “upgrading iconic menswear staples” and the area is a strong one for menswear generally. It’s just around the corner from Regent Street where consumers can find menswear from Gant, Hackett, Reiss, COS, Boss, Levi’s, Tommy Hilfiger, Paul&Shark and more.

Meanwhile, on Berwick Street itself and other nearby streets there’s Ben Sherman, Wax London, &Sons, END., Wolf & Badger, Sunspel, and Farah, among others.

That all gives Ron Dorff a guaranteed amount of visitor traffic.

The relationship between Ron Dorff and Shaftesbury Capital began 10 years ago, when the latter 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.

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.”

And Ron Dorff founder and CEO Claus Lindorff added that while the label is stocked in other stores, “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”.