Ron Dorff to open debut London store

French-Swedish men’s sportswear label Ron Dorff is to make its UK debut with its first London Store opening, marking the brand’s second European flagship store.

Located at 5 Earlham Street in London’s Seven Dials, the 1,500 square foot store across two floors, is expected to open in April. The flagship will house the label’s spring/summer collection including sportswear, swimwear, home wear, underwear and body care. In addition, it will also carry a capsule collection for women called His for Her, a line of slogan sweatshirts and T-shirts.

The store will be situated alongside other sportswear brands including Fred Perry, Peter Werth, Finisterre, Carhartt and Le Coq Sportif in the Seven Dials area.

Ron Dorff co-founder and chief executive Claus Lindorff 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.”

Ron Dorff to open debut London store at Seven Dials

The Seven Dials store has been designed in collaboration with French-English architect firm Studio Dessuant Bone and is inspired by the brand’s Paris flagship. The interior will feature sports inspired elements such as high school gym benches, gymnastic rings and graphic lines found in gyms and sports halls.

Charles Owen, portfolio executive at Shaftesbury, said: “Ron Dorff is a 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.”

Founded in 2011, Ron Dorff has a flagship store in Paris and a presence in more than 80 concept and department stores around the world. However, it’s biggest sales come from its e-commerce which sells to over 50 countries worldwide. In 2015, Ron Dorff reported 23 percent growth, with online sales accounting for 50 percent of its sales.

Images: Ron Dorff