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Puma Private Equity completes EUR4m investment in Ron Dorff

Puma Private Equity, the private equity division of Puma Investments, has completed a EUR4 million investment into Ron Dorff.Aligning Swedish functionality with French style, Ron Dorff upgrades iconic menswear must-haves of the past, whether sportswear, homewear, underwear or swimwear. The investment will provide capital to support Ron Dorff’s growth strategy and further expansion into the US over the coming years.

The brand launched its e-store,, in 2012 followed by the opening of its first store in Paris in 2013. It quickly expanded with two concessions in notable Parisian department stores, followed by a second store opening on the Left Bank in 2017. Expansion into London in 2016 and Berlin in 2019 came as a response to strong customer appetite following sustained spikes in online and wholesale demand in Germany and the UK. The Company has a committed omnichannel sales approach with selling to over 80 countries worldwide, five own-brand stores (including two in London) and a network of more than 70 selected high-end wholesale partners globally.
The brand has rapidly become one of the most respected premium bodywear brands, having been voted one of the best three swimwear brands in the world for men in 2020 by Vogue Magazine, and one of the top-10 best underwear brands for men by GQ Magazine. It counts Michael Fassbender, Orlando Bloom and Alexander Skarsgard, amongst others, as brand ambassadors.
Rupert West, Managing Director of Puma Private Equity, says: “Claus and his team have done a tremendous job in growing their business and positioning Ron Dorff for major international expansion. Ron Dorff is a very exciting brand with ambitious growth plans, and we are delighted to help them enter the next phase of their success. Whilst 2020 has been an extremely challenging year, Puma Private Equity has remained an active investor as we continue to uncover fantastic innovation and potential amongst UK SMEs.”
Lindorff, Ron Dorff Founder and CEO, says: “We are delighted to have Puma Private Equity on board not only as an investor but also as a close business partner. Their support will allow us to continue to share our passion for what we do best – providing customers with the leading premium bodywear product in the market – whilst enabling our geographic expansion over the coming years.”

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