Swiss running brand On opened a store in Brooklyn’s Williamsburg neighborhood, marking its fourth retail location in the U.S. and its 23rd store globally. The company reported that future store openings are planned for Miami, Chicago, Austin, and Portland, OR.
Spanning 3,625 square feet of retail space, the store showcases On’s footwear and performance apparel merchandised in a central location around running, outdoor and movement. The store’s layout also serves as a community hub, with over 1,400 square feet on the second floor.
“Across everything we do at On, we’re guided by our mission to ignite the human spirit through movement,” said Martin Hoffmann, co-CEO and CFO at On. “Our company was founded on this ethos, and it’s why we’re so energized about connecting with the Williamsburg community. This store is about so much more than product or a place to shop; it’s about creating meaningful experiences that inspire people to move.”
Store aesthetics include a black-painted brick facade to integrate into the neighborhood’s surroundings, interior walls are painted blue and feature 25-foot-high blue mirrors and with a nod to On’s roots, dressing rooms feature cross-shaped stools that represent the Swiss flag, and a “Magic Wall” with concealed shelves that hold all sizes of the silhouettes that are for sale in the store.
“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 and one that gives us an opportunity to meet new and existing fans in a space welcome to all.”
