Swiss-based sportswear brand On is strengthening its position in the US market. A new shop opened in Miami last week, bringing the brand’s total number of outlets to 27.
The shop is about 3,230 square feet in the prestigious Design District location. The company said that the retail space was built to reflect the tropical natural environment and cultural and artistic heritage of the region.
The On Miami shop features an eight-foot wall with hidden drawers that allow customers to quickly see and try on the style and size of athletic footwear they are interested in.
The brand plans to open 20-25 shops each year, expanding its presence in the physical retail segment. Half of the openings will be in the up-and-coming Chinese market, where On operates 19 shops.
The company will also develop in European markets. Thus, in particular, new openings are planned in London and Paris. In the UK capital, a 3,300 sq ft outlet will open in the Spitalfields shopping center in early November. On will also launch three US shops in 2024 – – in Chicago, Austin and Portland, Oregon.
“We continue to see an appetite fr om our consumers and fans for physical retail experiences,” Marc Maurer, co-chief executive officer at On, said. “These stores are wh ere we have our most intimate touchpoints with our athletes and fans, and we can give them the most premium representation of our brand. It’s about more than a product. Many of our stores serve as hubs for the local communities, hosting weekly run clubs and other local events.”
