With Asia-Pacific now contributing 17% of its global revenue, Swiss brand On is betting on experiential retail and a China-first innovation approach to sustain momentum in its fastest-growing region.
On opened its largest flagship store in China on March 5 at MixC World in Shenzhen — a shopping complex that has become one of the country’s most competitive destinations for international brands, including several major luxury houses.
Now operating in more than 30 cities with over 80 stores, the brand has been building its Chinese retail presence since 2018. The new MixC World location — 802sqm over two levels — represents the current benchmark for concept and store quality. Two black pine installations on the first and second floors reference timber walls and anchor the visual identity of the space. The interiors combine an open, airy layout with natural-material finishes. Outside, a redesigned park featuring century-old trees has been conceived as a public space connecting the brand to the local running community.
Shenzhen as a staging ground for global retail strategy
The location sits at the heart of one of Shenzhen’s most contested retail districts. Shenzhen Bao’an International Airport, which recorded its highest-ever passenger numbers in 2025 and entered the global top 20 for the first time, has attracted directly operated stores from Louis Vuitton, Hermès, Dior, Gucci and Prada, as well as updated retail concepts from Arc’teryx and lululemon. The city’s consumer profile, characterized by strong technological literacy and an appetite for premium products, has made it a testing ground not only for luxury but also for performance and outdoor brands competing in China’s upper market tier.
Shenzhen first, then global
The new flagship introduces an interactive CloudTec display — the first of its kind in Asia — that lets shoppers explore the performance characteristics of four running shoe models, including the Cloudrunner 3 and the LightSpray Cloudboom Strike, through a responsive floor-level interface. Overhead, a real-time cloud visualization responds to movement and shifts in color throughout the day.
On’s Marketing Director Alex Griffin described the China market as central to how the brand shapes its global retail approach: “In a sense, the Chinese market has brought us closer to the brand image we truly aspire to. Some of our best-performing retail presentations appeared in China first, and we’ve always taken a China-first approach — presenting the best version of On here before bringing that experience to other markets around the world.”
DTC model and apparel as the next growth lever
China is one of the few markets where On operates primarily through direct-to-consumer (DTC) channels — a model the brand is actively expanding globally. Asia-Pacific net sales rose 96.4 percent year-on-year in 2025, accounting for 17 percent of group revenue, with China identified as the primary driver.
Apparel has emerged as the category On is positioning for its next growth phase. The brand aims to raise apparel’s share of in-store sales from 25 to 30 percent, with new products and concepts planned for 2027.
