Swiss sportswear brand On continues its global expansion with the recent opening of its flagship store in Paris, adding to its existing locations in Zurich and London. The 250-square-meter Parisian store, strategically positioned near Apple and Uniqlo, represents more than a retail space—it’s a community hub designed to engage and connect with sport practitioners. On, renowned for its specialized running shoes and apparel, aims to make its Paris store a focal point for runners, creating an environment that goes beyond a traditional shopping experience.
The store’s design reflects a blend of On’s roots and inspiration drawn from Parisian urban architecture. At the entrance, a captivating display features On’s running collection, incorporating a giant movement-inspired screen on the ceiling. This space also showcases the brand’s signature Magic Wall system, allowing customers to explore the full range of shoes with immediate access to all models and sizes. As visitors delve deeper into the store, they encounter a unique ambiance reminiscent of a French garden. Concrete modules, resembling hedges with textured and rough surfaces, pay homage to topiary art. In the center, a round aluminum podium evokes a water fountain, providing an immersive experience that transforms the act of shopping into a leisurely stroll through a garden.
On’s approach goes beyond the tangible products, emphasizing community engagement and a shared passion for running. As the Paris Olympics draw near, the brand positions itself as a key player in the running community, offering a space for runners to connect, discover the latest products, and be part of a vibrant athletic community.
This strategic expansion aligns with On’s broader business goals, as outlined in its latest quarterly results presentation in August. The On group aims for an annual revenue of CHF 1.76 billion in 2023 and anticipates a 30% sales growth in the second half of the year. The Parisian flagship store stands as a testament to On’s commitment to both its global expansion and its vision of fostering a sense of community and connection among sport enthusiasts.
