Swiss running brand On expands store network in U.S. — with more to come

A fast-growing Swiss athletic brand has opened its fourth U.S. location.

On has opened in the Williamsburg neighborhood of Brooklyn, N.Y. The brand made its U.S. debut in December 2020, opening a tech-enhanced flagship in downtown Manhattan.  Looking ahead, On plans to open stores in Miami, Chicago, Austin and Portland, Ore., home to the company’s North America headquarters.

The Williamsburg outpost spans 3,625 sq. ft. across two floors, with the second level dedicated to community experiences. (The store will also play host to weekly run clubs.) The merchandise mix includes On’s latest footwear and performance apparel items, which are grouped together in areas focused on running, outdoor and movement.

“This store is about so much more than product or a place to shop;” said Martin Hoffmann, co-CEO and CFO of On. “It’s about creating meaningful experiences that inspire people to move.”

The new On has a black-painted brick façade designed to integrate into the neighborhood’s surroundings. The interior has blue walls and 25-ft.-high blue mirrors, giving the intimate space an expansive feel. In a nod to On’s roots, the fitting rooms have cross-shaped stools that represent the Swiss flag. Other highlights include the brand’s signature “magic wall,” which consists of concealed shelves that hold every size of every On shoe style that’s available in the store.

The new location underscores On’s investment in the U.S. amid strong growth and rising consumer demand. Since going public on the New York Stock Exchange in 2021, the company has expanded its distribution via wholesale partners to some 60 countries.   For the first quarter of 2023,  the company reported record net sales of about $470 million, with a growth rate of 78% year-over-year globally, with nearly 92% growth in the Americas.

“We’re experiencing incredible momentum and reaching more people than ever before — more runners of all levels, outdoor adventurers and everyday movers,” said Britt Olsen, GM of the Americas and head of global commercial strategy at On. “As On grows, we want to be intentional about building authentic, long-lasting relationships with our communities across North America and around the world. Our new store in Williamsburg is an exciting milestone in our growth journey.’

On operates 23 stores globally.