French-Swedish men’s sportswear brand Ron Dorff, has announced that it is to debut in the UK in early April by opening a store in London’s Seven Dials.
With its flagship store in Paris, the brand also sells online to more than 50 countries around the world and is present in over 80 concept and department stores worldwide. The collection will include products such as homewear, swimwear, sportswear, bodycare and underwear, as well as a collection for women called His for Her.
Claus Lindorff, co-founder and chief executive, said: “For our second European flagship store London was the natural choice with its fashion and retail heritage. Seven Dials embodied these qualities and we were impressed by its character, accessibility and neighbouring brands. Shaftesbury’s passion and vision for Seven Dials were also inspiring, and confirmed it as the place for our debut in London.”
The new store has been inspired by the Paris flagship store and will feature items such as gymnastic rings, gym benches and graphic lines found in sports halls.
At present, Seven Dials is benefiting from major investment by Shaftsbury and aims to make the area the menswear hub at Seven Dials.
Portfolio executive at Shaftesbury, Charles Owen, said: “Ron Dorff is fantastic addition for Seven Dials and continues the trend of international fashion brands selecting Seven Dials to make their debut in London. They join arguably the strongest line-up of premium international menswear labels in the West End, complementing Loft Design By…, Farah and Natural Selection to further grow Seven Dials’ appeal as one of the capital’s key fashion destinations.”
