Claus Lindorff, founder of Ron Dorff, has successfully expanded the brand’s retail presence in the United States with the recent opening of a new boutique in West Hollywood. This follows the company’s earlier venture in New York, indicating a growing focus on the American market.
Lindorff attributes the brand’s global expansion to its ability to refine American sportswear. “We elevate classic American sportswear by selecting the right fabrics and designs without directly competing with major brands like Nike or Adidas,” he said. During the Covid pandemic, Ron Dorff experienced a surge in U.S. sales, particularly among a financially well-off customer base that is often gay and generally between the ages of 35 and 45.
Strategically located on Sunset Boulevard in West Hollywood, the new store sits directly opposite the new Equinox gym, a popular venue for male patrons and the LGBTQIA+ community. “Gym-goers can even see our storefront while on the treadmills. Plus, we tap into the clientele of nearby Sunset Strip hotels,” said Lindorff.
Selection of store locations is a calculated move for Ron Dorff, influenced by e-commerce performance. The brand tends to position its boutiques in bustling neighborhoods, such as Covent Garden in London, the Marais in Paris, and Mitte in Berlin.
Great looking retail store. This center has really improved with this and the new Vuori store.