Swiss sportswear brand On has launched its first retail presence in South Korea, opening two stores in Seoul. The expansion follows a 33.6 percent sales increase in the APAC region to CHF 168.6 million (€181.2m) in 2024 and marks the next phase of the brand’s strategic multi-channel growth in Asia.
The stores are located at the Hyundai Seoul department store and the Lotte World Mall Jamsil. They build on an existing foundation established through wholesale partners.
Store features and design philosophy
The two Seoul locations showcase On’s complete product portfolio, covering the running, outdoor, training, tennis, lifestyle and kids’ categories. Beyond retail, the stores are designed to serve as community hubs where runners can gather for group runs and experiential events.
The interior design is meant to capture the essence of Korean running culture, weaving together textures from the city’s diverse running surfaces – urban asphalt, brick and natural gravel trails – and complementing them with refined materials like aluminum and glass. The launch features exclusive collaboration products with Seoul-based brand Post Archive Faction (PAF) alongside collection items from On’s partnership with Zendaya.
Strategic commitment to multi-channel expansion
“These new flagship stores are the next step in our strategic, multi-channel evolution. They provide a unique space to showcase the complete head-to-toe expression of our brand – especially our growing apparel collection,” said Rebecca Cai, APAC General Manager at On.
