As part of its global retail expansion, the Swiss brand On opened its first German community store in Berlin on March 15, where customers will have access to a full range of On products. To date, the brand operates 32 stores worldwide and plans to open 15 to 20 new doors this year. In a conference call with analysts earlier this week, David Allemann, co-founder and Managing Co-Chair, said that On plans to open 100 additional stores worldwide “in the coming years.”
Switzerland x German capital x technology
The new Berlin store is located on Neue Schönhauser Allee in Berlin Mitte, in the heart of the German capital’s shopping epicenter and spread over 520 sqm on two floors. The store concept combines an unmistakable Berlin flair with traditional and modern elements. Surrounded by trendy stores and popular restaurants, it offers high-performance products and a wealth of inspiration for runners, fitness enthusiasts, outdoor adventurers and style icons alike. Inside the store, brick walls merge with solid wooden elements and sophisticated aluminum shelves, creating a deliberate contrast and embodying a connection with nature and a passion for modern technology.
“[The store] is intended to be a meeting place for runners and at the same time offer the opportunity to experience the entire product range as well as On’s technologies and innovations up close,” said Bianca Pestalozzi, General Manager EMEA. “It has been designed to harmonize with the urban environment where runners feel at home,” added Diana Dowling, Head of Retail at On. “Both engineered and natural materials have been used to emphasize and contrast the historic architectural features of the building. The store layout guides customers seamlessly through all product categories: Running, Outdoor, Training, Tennis and Everyday wear, allowing a comprehensive shopping experience for each collection from head to toe.” Various installations showcase the brand’s technologies and materials. The central wooden staircase on the first floor leads visitors to the basement, where a large skylight casts natural light on the collections.
Community Hub
Every Thursday at 6:30 pm, the On Run Club gathers in the Berlin store with On ambassador and running coach Björn Menges. In addition, Berlin’s active community is invited to take part in recurring events on the topics of movement, culture and sustainability.
