Exclusive French-Swedish sportswear brand for men, Ron Dorff, to make UK debut in Seven Dials


Exclusive French-Swedish sportswear brand for men, Ron Dorff, is to make its UK debut in Seven Dials with a 1,500sq ft store at 5 Earlham Street.  Adjacent to Finisterre, Ron Dorff will open early April.

Founded in 2011, Ron Dorff already has a flagship store in Paris, sells online to over 50 countries worldwide via its site rondorff.com and is present in more than 80 leading concept stores and department stores around the world. The men’s collection includes sportswear, swimwear, homewear, underwear and bodycare. A capsule collection for women, HIS FOR HER, will also be available.

The co-founder and CEO, Claus Lindorff, said the new Seven Dials flagship will feature everything a man needs before, during and after sports combining Swedish functionality with French style.

“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.”

Charles Owen, portfolio executive at Shaftesbury, 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.”

The Seven Dials store has been designed in collaboration with French-English architect firm, Studio Dessuant Bone, and is inspired by the Paris flagship store featuring a minimal, functional and sleek Scandinavian-inspired design with bespoke furniture that re-interpret the sports world and installations that provoke a unique customer experience. A pallet of black, white and light woods will be used throughout with sports elements re-interpreted such as high school gym benches, gymnastic rings and a graphic lines found in gyms and sports halls.

Ron Dorff is launching at a time when Seven Dials is benefitting from significant investment by Shaftesbury, and Earlham Street, in particular, is a major part of these plans. The brand is further adding to Shaftesbury’s vision for Earlham Street to become the menswear hub at Seven Dials.