Ron Dorff, the sportswear, swimwear, and underwear brand, has expanded its presence in the United States by opening its second boutique in Los Angeles, specifically in the vibrant West Hollywood neighborhood. The location, situated at 8591 Sunset Boulevard, is strategically positioned across from the new Equinox gym club, making it convenient for male customers and LGBTQIA+ enthusiasts who frequent the gym. The choice of location was influenced by successful online sales results and the brand’s desire to be close to lively neighborhoods.
Founder Claud Lindorff expressed excitement about the new boutique, particularly its proximity to the Equinox gym club, where they had previously collaborated by offering their products on the gym’s e-shop, including the Pride collection. Lindorff highlighted the visibility of the boutique from the gym treadmills, ensuring that fitness enthusiasts can easily spot their offerings. The location also benefits from its accessibility to the Sunset Strip hotels, adding to its appeal.
The opening of the Los Angeles boutique marks Ron Dorff’s continued global expansion and a growing interest in the American market. Lindorff pointed out that the American market accounts for 40% of the brand’s global sales, with a significant increase in online and retail sales in the U.S. The brand’s success lies in its ability to provide urban and chic sportswear, appealing to a specific target audience with purchasing power, particularly those between 35 and 45 years old.
Supported by Puma Private Equity and a successful fundraising round, Ron Dorff is considering future openings in Miami and exploring opportunities for pop-up concepts in locations like Fire Island. Additionally, European expansion is on the horizon, with Amsterdam as a potential location. The brand also plans to open a new boutique in Paris soon. Ron Dorff continues to collaborate with brands like Bayona, Riviera, and TBD on various products, and in the spring, they will partner with British vegan sneaker brand Loci.
Furthermore, Ron Dorff is set to launch a book-magazine format designed by photographer Matthias Vriens-McGrath in the upcoming spring season, showcasing their unique approach to sportswear and lifestyle.
