By opening in its commercially strongest market rather than its domestic base, Oner Active is structuring a physical retail rollout around revenue concentration. The NoHo address puts it alongside Gymshark and Lululemon Lab, a cluster of DTC activewear challengers converging on the same block.
Oner Active, a UK women’s activewear scale-up founded in 2020, has signed a 10-year lease for its first permanent store at 0 Bond Street in Manhattan’s NoHo district, according to published reports. Renovation is set to begin next month, with an opening targeted before the end of 2026.
The move marks the brand’s first step into brick-and-mortar retail after building its business primarily through direct-to-consumer online sales. Founder Krissy Cela has said New York is the company’s largest city and that the US is its biggest market overall.
A demand-led bet: New York first, London later
Oner Active has no permanent physical retail presence in the UK and remains online-only at home. Choosing New York suggests the rollout is following demand rather than geography, a discipline not all DTC-native activewear brands maintain when moving into stores.
The NoHo address also places the brand in an increasingly concentrated activewear corridor. Gymshark’s US flagship opened on the same street in December 2025. Lululemon Lab operates nearby, as does Brazilian activewear brand Live! Activewear. The bet is that clustering drives category footfall rather than simply splitting it.
Store model designed to replicate
The New York location represents a prototype. Cela said the brand plans to open “many” additional stores within 24 months, and that the flagship is designed for replication. Each future location will carry an exclusive local capsule collection to create location-specific purchase incentives and will have its own store fragrance.
Oner Active: in six years from a fitness platform to a retail chain
Cela launched the brand in 2020 after building an audience as a personal trainer and fitness content creator. She said she identified a gap for activewear that combined performance functionality with empowering colorways. The brand launched its first performance collection in September 2020 and scaled rapidly, with its Effortless collection reaching a claimed one million units sold by June 2024, according to the brand.
Revenue estimates from third-party trackers suggest annual turnover in the tens of millions of dollars, though independently verified figures have not been published. The company reports that 87 percent of its workforce is female, and that every product is developed and tested by a female-led team.
The brand built distribution entirely through its own DTC channel and community activation, with no permanent wholesale or physical retail presence until now. That profile makes the 10-year Manhattan lease a significant strategic commitment, and a test of whether the community-to-commerce conversion rate that worked online translates to physical space.
