On reported will open a second retail store in East London’s Spitalfields Market on November 3. The company opened a flagship on Regent Street in the UK in February.

The new 3,300-square-foot store at 37 Brushfield Street will offer a “comprehensive” range of the brand’s footwear, apparel and accessories. Facing Bishops Square, On said the store design will feature “a series of windows seamlessly connecting the energy of the square with the in-store experience,” while the store’s color palette and materials “draw inspiration from the market’s iconic red bricks.”

Inside, the store will offer a Hybrid Explorer Display, a digital comparison table where customers can compare shoes by placing them on the table—flexible display fixtures are designed to be moveable. The store will also be a hub for running clubs and community activities.

“Spitalfields Market’s blend of historic charm and modern vibrancy provides an ideal setting for the new store,” Diana Dowling, head of retail design at On, said. “There is a palpable buzz in this area, and we are excited to strengthen our brand presence here.

Bianca Pestalozzi, general manager for EMEA at On, said, “With each new retail venture, we’ve seen an immediate increase in brand visibility and search activity. We look forward to building on this momentum as we invest not only in retail stores but also in running initiatives in the UK, from elite athletic events like On Track Nights in Highgate to community programs and run clubs.”

On has over 25 retail stores in the U.S., Europe and Asia, including 19 stores in China.

Photo courtesy On