Sportswear brand On opens new shops in the US, China and Europe

On opened its 27th store worldwide in Miami and outlined plans to add 20 to 25 company-owned stores annually over the medium term.

Swiss sportswear brand On (On Running) opened a store in Miami’s Design District on October 26, 2023. It is the company’s fifth store in the United States and its 27th worldwide.

The 3,230-square-foot store was designed to reflect Miami’s tropical surroundings and cultural heritage, according to the company.

Its Magic Wall stands more than eight feet tall and contains hidden drawers holding footwear in a full range of sizes, so customers can try on shoes without waiting for staff to bring them from a stockroom.

On plans to add 20 to 25 company-owned stores annually over the medium term, with roughly half of the openings in China. The brand operated 19 stores in China at the time, according to Retail Dive.

In Europe, On plans openings in London and Paris. A store of about 3,300 square feet at London’s Spitalfields Market is scheduled to open in early November 2023. The company also plans new US stores in Chicago, Austin and Portland, Oregon, in 2024.

Co-chief executive Marc Maurer told Retail Dive that physical stores let On connect directly with athletes and customers, and serve as venues for local running clubs and community events.