On, the renowned Swiss sports brand, is poised to unveil its second UK store on November 2, following a successful launch on London’s Regent Street earlier this year and a springtime pop-up in Liverpool. For its latest venture, On has chosen the bustling East London district of Spitalfields.
The new store, located at 37 Brushfield Street within Spitalfields Market, boasts a spacious 310 square meters and will offer a comprehensive selection of footwear, apparel, and accessories. Situated facing Bishops Square, the store’s design seamlessly integrates with the lively ambiance of the square.
Inside, visitors can explore a Hybrid Explorer Display, a digital comparison table that facilitates instant comparisons of different shoe models. The store’s design draws inspiration from the iconic red bricks of the market, and its adaptable display fixtures reflect the market’s dynamic nature.
Diana Dowling, On’s Head of Retail Design, expressed her excitement about the new location, stating, “Spitalfields Market’s blend of historical charm and modern vibrancy provides an ideal setting for the new store. There is a palpable buzz in this area, and we are excited to strengthen our brand presence here.»
Spitalfields appeals to both tourists and local customers, making it a strategic location. Dowling also mentioned that the store is tailored to cater to East London’s running and movement enthusiasts, as well as visitors to the capital, with a thoughtfully curated product selection. The store will also serve as a hub for run clubs and community activities, fostering engagement with the local running community.
Given On’s limited number of stores in the UK, each new addition can have a significant impact on its UK turnover. Bianca Pestalozzi, General Manager for EMEA at On, highlighted that each new retail venture has led to an immediate increase in brand visibility and search activity. On is committed to expanding its retail presence and investing in running initiatives in the UK, including elite athletic events and community programs.
While the brand is expanding globally, its retail footprint remains relatively small, with 25 stores across North America, Europe, and Asia, including 19 in China.
