Swiss sportswear brand On has opened the doors to its newest store in Brooklyn’s Williamsburg neighbourhood, underscoring the company’s investment in the US as it experiences record-breaking growth and unprecedented consumer demand.
Across 3,625 square feet of retail space, the store will showcase On’s latest footwear and performance apparel innovations, grouped together in areas centered around running, outdoor and movement.
“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.”
In the heart of Brooklyn, On Williamsburg will serve as an interactive local hub, with more than 1,400 square feet on the second floor dedicated to community experiences. The store will also play host to weekly run clubs.
Blending the natural, human and technological worlds, On Williamsburg showcases design elements carried across each of the brand’s existing retail locations, with localized details tailored to the vibrant culture of Williamsburg. The store’s exterior features a black-painted brick facade, purposefully designed to integrate into the neighbourhood’s understated surroundings. Inside the store, the walls are painted blue and feature 25-foot-high blue mirrors, giving the intimate space an expansive feel and symbolizing the limitless possibilities New York offers. With a nod to On’s roots, dressing rooms feature cross-shaped stools that represent the Swiss flag.
A key pillar of On’s immersive shopping experience is its Magic Wall, with concealed shelves that hold every size of every On silhouette that’s available in the store. This innovative approach to product exploration eliminates time spent waiting for shoes and maximizes interactions with On’s footwear experts.
“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.”
Since its founding in 2010, On has become one of the fastest growing sportswear brands in the world. In Q1 2023, On reported record net sales and a growth rate of 78%+ year-over-year globally, with nearly 92% growth in the Americas. On Williamsburg joins the brand’s growing roster of stores, marking its fourth retail location in the U.S. and its 23rd store globally, with future openings planned in Miami, Chicago, Austin and Portland, Ore., home to On’s North America headquarters.
