Ron Dorff to relocate London flagship to Soho
Premium men’s lifestyle brand Ron Dorff is relocating from its Seven Dials store at 5 Earlham Street to a new 600 sq ft flagship at 32 Berwick Street in London’s Soho.
The new store will showcase the French/Swedish brand’s full offer of sportswear, loungewear, underwear and swimwear.
Ron Dorff will join the likes of Oliver Spencer, Universal Works, Sandqvist, Nudie Jeans, Blackhorse Lane Ateliers, Ronning, Salomon and Wolf & Badger on the popular Soho shopping street - with many of the properties owned by London landlords Shaftesbury Capital, which also signed Ron Dorff for the Seven Dials store 10 years ago.
Claus Lindorff, founder and 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.”
William Oliver, Director of Retail & Restaurant Leasing at Shaftesbury Capital, added: “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 and ever popular shopping district.”
The signing of the new UK flagship for Ron Dorff follows a successful last few months of leasing in 2025 for Soho, with the menswear offer bolstered by openings for ALOHAS and Sheep Inc.
