After building a major presence online, U.K. based brand Oner Active is making its first foray into retail in New York.
Opening its first flagship at 0 Bond Street on Saturday, Oner’s founder and creative director Krissy Cela said in an exclusive interview that opening in New York was a “natural next step” for its first opening, given the U.S. is its largest customer base.
“Moving into bricks-and-mortar retail was an important next step — not only to create the shared spaces — but also to reach new audiences and offer another way for our customers to experience the brand,” said Cela. “There’s something really valuable about being able to walk into a store, feel the fabrics and see how different pieces look and feel on you.”
Krissy Cela
Courtesy of Oner Active
The New York flagship follows Oner reporting a successful first half of 2026 — with year-to-date gross revenue of $97.6 million. And opening just ahead of Black Friday was notable, as the brand said it sees significant revenue from promotional shopping; last year the brand saw gross revenue of $31.8 million across Black Friday week. The company also shared that its SoftMotion has been one of its bestselling collections to date, with more than one million units of its products sold this year so far.
Speaking about the brand’s place in a crowded marketplace of activewear, Cela said she sees Oner as a “movement brand” rather than activewear.
“We don’t want to limit ourselves to the gym, the track or a Pilates studio, but that doesn’t mean we’re moving away from our roots in strength and performance. But it’s about creating products that perform in the gym and work just as hard for women in every other part of their lives.”
Oner Active’s New York in-store capsule collection.
Courtesy of Oner Active
For the 4,700-square-foot NoHo retail store, Cela tapped industry insiders to execute her vision. Ganni’s former executive vice president Jonathan Goodman serves as the brand’s global retail director and Alexander McQueen’s former senior manager of architecture, Thomas Elliot, was tapped to oversee architecture and store planning.
“For our first space, we really wanted the store to be a physical manifestation of what Oner is — strong, soft, sexy and empowered,” said Goodman.
Paris-based design studio Harmo worked with Cela to develop the concept for the unit’s interiors. Goodman explained that the use of steel throughout the store was to represent “strength in the brand’s community” and as a nod to weights in the gym.
Jonathan Goodman
Courtesy of Oner Active
The company also created custom-built mannequins in three different body types, a photobooth and a store scent with perfumer Sileno Cheloni in Florence — all to ensure a memorable shopping experience.
“We spent a long time making sure this store is the ultimate destination for women who want to feel empowered,” he continued. “We know the fitting room stage of a consumer’s shopping journey is so important, so how do we make that experience as perfect as possible? We’ve positioned the distance between the door, the mirror and the lighting in a way that when she checks the mirror, she immediately sees how amazing she looks. Solo shoppers take photos to send friends for a second opinion — the Oner shopper can take the perfect mirror selfie throughout the store. The experience is in the details of this space.”
As an exclusive to the brand’s first brick-and-mortar, Oner is releasing a limited-edition, in-store-only lifestyle capsule collection “NY Seen.” The collection features Oner’s SoftMotion fabric alongside new additions such as heavyweight knits.
Oner Active’s New York in-store capsule collection.
Courtesy of Oner Active
“We wanted to create an in-store exclusive capsule because every major city has its own distinct identity and New York deserved something created especially for it,” said Cela. “It wasn’t just the way New Yorkers dress that inspired our design team, but the city’s wider landscape and energy. We wanted to create something that celebrated our arrival while feeling relevant to the women who live here.”
Looking ahead, Oner’s Los Angeles location is slated to open next year and the brand is taking on a new direction as it looks beyond the traditional activewear space.
“Retail is the continued growth step for Oner. Our ambition is to open more destinations over the next few years both in the U.S. and U.K. As we’ve grown and evolved, we’ve seen Oner become part of so many more aspects of our customers’ lives than just movement. We’ve already started exploring what that looks like with our Day to Night capsule with Lori Harvey earlier this year and the recent launch of our new hero product, Cargo 360. There’s a real opportunity for Oner to become part of our customers’ lives in even more ways — and that’s something we’re excited to explore in 2027,” concluded Cela.