After seeing quick success with its Regent St. store, On is gearing up to open its second London location next week.
Located at 37 Brushfield St. at Spitalfields Market in East London, the 3,300-sq.-ft. shop will offer the Swiss sports brand’s full range of footwear, apparel and accessories.
According to On, the store will face the market’s lively Bishops Square and aims to cater to East London’s running and movement enthusiasts by serving as a hub for run clubs and community activities.
Inside the store, visitors will find a Hybrid Explorer Display — a digital comparison table that allows visitors to compare different shoes instantly by placing them on the table. The store’s color palette and materials draw inspiration from Spitalfields Market’s signature red bricks, while its flexible display fixtures are designed to be moveable, a nod to the dynamic nature of the market.
“Spitalfields Market’s blend of historical charm and modern vibrancy provides an ideal setting for the new store,” Diana Dowling, head of retail design at On, said in a statement. “There is a palpable buzz in this area, and we are excited to strengthen our brand presence here.”
In February, On opened the doors to its first UK flagship store on Regent St. followed by a Cloudmonster sneaker pop-up in Liverpool in May. As Bianca Pestalozzi, GM for EMEA at On, commented, “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 more than 25 stores across North America, Europe, and Asia, including 19 stores in China. This continued retail expansion is part of On’s plan to double its sales by 2026. The plan, which was unveiled at the company’s investor day earlier this month, comes two years after the Switzerland-based company went public.
In August, On was one of the few shoe brands to post positive results in North America this quarter. The popular Swiss running shoe brand grew 59.8 percent to 296.6 million Swiss francs ($332.1 million, based on current exchange) in North America in Q2. Net sales in EMEA, Asia-Pacific and the Americas more broadly increased in the double digits as well. Overall net sales in Q2 were up 52.3 percent to 444.3 million francs ($496.4 million).
During the company’s second quarter earnings call in August, David Allemann, co-founder and executive co-chairman of On, reiterated to analysts the importance of international expansion for future growth.
“Regions such as the U.K., Northern and Southern Europe, the Middle East, China, Japan and LatAm are now vital parts of our growth, contributing a quarter of our overall business,” Allemann said at the time. “The success in these areas underscores the tremendous potential for further expansion.”
On’s newest store at London’s Spitalfields Market will officially open on Friday, Nov. 3.
