On is adding three owned stores across German-speaking Europe, opening its first location in Austria and two further outlets in Germany as the Swiss brand builds out direct retail in the market it calls home.
The Vienna store, at Neubaugasse 20 in the city’s 7th district, opened Sept. 24 and marks On’s retail debut in the Austrian market. The 230-square-meter space draws on Jugendstil color schemes and architectural references to Otto Wagner’s facade work.
The Viennese address itself is a consequential choice: Neubaugasse trades on independent character rather than international scale, lined with owner-run boutiques, homegrown fashion labels and a dense cluster of vintage and secondhand stores that has made the surrounding Neubau district one of Vienna’s reference points for younger, style-driven shoppers: the exact demographic On is courting with its running and community programming.
Munich follows on Oct. 15 with a 420-square-meter, two-floor store at Theatinerstrasse 38, near the Englischer Garten. The design pairs a rock installation by artist Lucas Muñoz with industrial zinc detailing referencing the city’s automotive heritage, finished with Bavarian Blue accents. Düsseldorf completes the trio before year-end, with a 150-square-meter store at Schadowstrasse 24 near Königsallee, built around Red Travertine surfaces and a curved interior wall referencing the Rhine.
All three stores add to On’s existing owned locations in Berlin and its flagship in Zurich, and each will host a weekly evening run club, a format the brand has used in other markets to convert store traffic into recurring community engagement. The DACH region carries particular weight for On’s retail strategy: Switzerland is the brand’s home market and Germany was among its earliest international markets.
The DACH additions are the latest entries in a global owned-retail buildout that has run through most of 2026, spanning first-market entries in the Gulf, Scandinavia, South America and East Asia:
| On — 2026 Global Retail Openings | |||
| As announced, Feb. 23 – Sept. 24, 2026 | |||
| Date | Market | Location | Milestone |
| Feb. 23 | Kuwait | The Avenues Mall | Gulf expansion |
| Mar. 5 | China | Not specified in release | Largest On flagship globally |
| Mar. 9 | South Korea | Hannam, Seoul | First standalone store in South Korea |
| Apr. 15 | United States | Newbury Street, Boston | First Boston store |
| May 14 | Sweden | Stockholm | First store in Sweden |
| Jul. 22 | United Arab Emirates | Mall of the Emirates, Dubai | First store in the UAE |
| Jul. 30 | Brazil | JK Iguatemi, São Paulo | First of two São Paulo stores |
| Jul. 30 | United States | San Francisco, San Diego, Los Angeles | Four new California stores |
| Aug. 6 | Brazil | MorumbiShopping, São Paulo | Second São Paulo store |
| Aug. 6 | Denmark | Copenhagen | First store in Denmark |
| Aug. 28 | United States | NorthPark Center, Dallas | Third Texas location |
| Sept. 24 | Austria | Neubaugasse 20, Vienna | First store in Austria |
| Oct. 15 (announced) | Germany | Theatinerstrasse 38, Munich | Second German store |
| Late 2026 (announced) | Germany | Schadowstrasse 24, Düsseldorf | Third German store |
Source: On press room (press.on-running.com/category/retail), press releases dated Feb. 23 – Sept. 24, 2026.
Compiled by SGI Europe.
