Swiss running brand On is escalating its South Korean retail presence with a three-floor standalone store in Hannam-dong, Seoul – its first freestanding format in the market – incorporating a dedicated runner community space and timed product launches.
Swiss running brand On is taking its South Korean retail strategy beyond department store concessions with the March 12 opening of On Store Hannam – the brand’s first freestanding location in the market.
The Hannam-dong store represents a distinct format shift from On’s existing Korean footprint. The brand entered South Korea last November through concessions at The Hyundai Seoul in Yeouido and Lotte World Mall in Jamsil. The new location is a purpose-built, three-floor standalone property in one of Seoul’s most commercially active neighborhoods, designed to extend direct consumer engagement outside the department store environment.
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Store concept and layout
The store’s design draws on the visual language of night running in Seoul. According to On, the exterior mesh facade and lighting reference the reflection of the Han River after dark, producing a moire pattern intended to evoke movement. The interior layout follows a similar conceptual thread, organized around the idea of a runner’s route through the city at night.
The ground floor presents On’s running collection, while the second and third floors carry lifestyle, training, tennis, outdoor and kids categories. In the basement, On has installed a dedicated community space called Run Hub, designed to host runner programming including regular On Run Club activities.
Opening launches
To mark the opening, On will release a limited quantity of the LightSpray Cloudmonster 3 Hyper, an ultralight performance model that drew attention at The Running Event (TRE) – the largest running trade show in North America – earlier this year. The brand is also launching the Cloud Monster 3, the latest iteration of its Cloudmonster series, equipped with a triple-layer CloudTec cushioning system and a nylon-blend speedboard.
Regional context
Rebecca Cai, head of On’s Asia-Pacific region, said the Hannam-dong store would serve “as an opportunity to strengthen On’s brand position in the Korean market” and provide “a space to deeply communicate and build ties with the Korean running community.”
The opening is consistent with On’s broader push across Asia-Pacific, which has been among the brand’s higher-growth regions as it expands its direct retail network internationally.
