2023年5月16日

羅恩·Dorff扮演的第一家店在紐約開了布魯姆街上的SoHo社區2021年10月。Lindorff說這是“做得很好——高於預期,”,吸引當地居民和遊客。“其實更像一個國際商店,”他說。“這滴答盒為我們的投資者。“彪馬,通過其私人股本部門投資400萬歐元在2020年品牌。美國總體占銷售的35%的瑞典品牌紐約代表其最大市場,或12%的業務。洛杉磯是第二大市場,占銷售的7%,所以開放第二家店有一個合乎邏輯的行動。因為日落廣場有一個裝飾藝術氛圍,Lindorff描述為“Hollywood-ish的30年代,“這家店將設計的方式補充曆史,同時仍然保持品牌的簡約的北歐的根源。它將房子全部春夏男裝的運動裝,家常便服,內衣和泳衣,“我們會看到蒼蠅什麼,”他說。它還將推出新卡布裏高架基礎知識的集合。 Pieces from the new Capri Island Life collection.. Courtesy of Ron Dorff Ron Dorff’s largest wholesale client is the Equinox sports club, which operates a location directly across the street from the new store. But Lindorff said the management there encouraged him to take the space, saying it would only help business for both. “We’re not a performance brand but we’re in an environment inspired by sport,” he said, adding that Ron Dorff and Equinox are partnering on a Pride collection that will launch next month. Collaborations such as these will become even more important to the brand in the future, Lindorff said. Although a third U.S. store is slated for Miami, the plan is not to aggressively roll out retail for Ron Dorff, the CEO said. “I was in a hot car for three days looking at spaces in Miami,” he said with a laugh. His top two choices are Brickell City Centre where many of the brand’s competitors already have stores, or in a hotel near the beach. He hopes to sign a lease in September and open by January. Outside the U.S., Ron Dorff operates two stores in Paris, one in London and also has seven corners in Galleries Lafayette. Although he’s a fan of having a brick-and-mortar presence, that doesn’t necessarily translate into company-owned stores. In fact, Lindorff is leaning more toward pop-ups and collaborations to build the business going forward. He will be partnering with the JackieO store in Mykonos this summer to showcase the brand’s Mykonos Boy capsule, and will open a pop-up for the second year in a row on Fire Island in New York. “We all see what’s happening online,” he said. “Six years ago, it was all about online and everyone thought I was crazy to want to open stores. Then COVID[-19] hit and it was all online, but as much as I hate the word ‘omnichannel,’ a business needs a mix of online, retail and wholesale. And there’s no better way to know a brand than to walk into a store and touch and feel it and try it on.” Ron Dorff was cofounded by Lindorff in 2012 as a men’s swimwear brand and has expanded into a number of other categories with an aesthetic that blends Swedish functionality with classic French style. Its logo is a pair of black-lacquered eyelets, a nod to the two Os in its name. With a range that runs from cashmere sweaters and polo shirts to shorts, track jackets, pajamas and underwear, Lindorff doesn’t expect to add many more categories to the mix — at least right now. Underwear is a key category for Ron Dorff. Courtesy of Ron Dorff “We’ve gone over the top with [stock keeping units],” he said. “We always have an image piece every season, but our brand is all about contact with the skin. We’re not going to do heavy sweaters or jeans — that doesn’t fly. Our clients have decided where we should go. We’re not trying to be all over the place. We’re not Ralph Lauren.” But one thing Lindorff does plan on expanding into is womenswear. “We did a test two years ago and it worked,” he said. “But it takes a big investment to launch it properly.” Right now, women are buying the menswear, especially in urban areas, but he expects to finally give them their own distinct collection in the not-too-distant future. “We definitely want to do it in the next two years,” he said. Tags