Just days after opening its first store in Dubai, On is doubling down on its investment in physical retail in California and expanding into the Brazilian market.
On Thursday, the Swiss sportswear brand said that it will open four new stores in California over the next three months in a move to deepen its connection with the West Coast’s running and outdoor communities.
The first shop to open as part of On’s new California expansion plan is a 2,800 square-foot store at 2061 Chestnut Street in San Francisco. Located steps from the water in city’s Marina District, the company noted that the Chestnut Street store takes inspiration from the red-orange tones of the Golden Gate Bridge and the energetic vibe of the surrounding neighborhood.
Now open, the space offers a full assortment of On footwear, apparel and accessories for running, tennis, training, outdoor and all-day lifestyle. Select products from partner collaborations will also be available in limited quantities.
Then, in September, On will open two more stores in the state. First is a 4,000 square-foot location at The Village at Corte Madera shopping center in Marin County. On said the design on the store will take inspiration from Northern California’s coastal redwood trees and rugged trails with warm timber accents seen throughout the space.
Inside On’s Chestnut Street store in San Francisco.
Courtesy of On
Next, On will unveil a 3,300 square-foot store at Westfield UTC in San Diego. The company noted that this location will take inspiration from the sun-drenched beaches and ocean cliffs of the city and will feature an airy layout with sand-toned finishes and lots of natural light.
Finally, in October, the company will open the doors to a 3,500 square-foot store at Westfield Century City in Los Angeles. This location will take inspiration from brutalist architecture with warm touches, sweeping curves and polished concrete.
Dan Schade, vice president and general manager of the Americas at On, said in a statement that the company’s retail expansion in California allows for it to cater to the state’s movement culture.
“Expanding our retail presence in California allows us to deliver premium, personalized experiences and equip athletes and movers for the road, trail, studio and court,” Schade said. “From San Francisco to Los Angeles to San Diego, our stores are designed to serve as active hubs for anyone pushing their limits.”
Inside On’s Chestnut Street store in San Francisco.
Courtesy of On
These new locations are in addition to the three retail stores that On currently operates in California, including Palo Alto, Abbot Kinney in Los Angeles and Fashion Island in Newport Beach.
This announcement is the latest California-centric move for On this year as the company aims to ramp up its presence in the state ahead of the Summer Olympic Games in Los Angeles in 2028.
In May, On launched a partnership with L.A.-based organic grocer and café Erewhon on a new collaborative collection and the launch of a wellness club. On said at the time that the new On x Erewhon Wellness Club will “engage Erewhon’s wellness-focused community through a series of running, training, and recovery events across L.A.”
And in addition to a run collection of shoes and apparel, On and Erewhon also introduced a co-branded juice, designed to promote recovery post-run.
Inside On’s Chestnut Street store in San Francisco.
Courtesy of On
That same month, On also introduced its first professional sprint team via the On Athletics Club (OAC) Sprint initiative. Based in Los Angeles, this new elite squad is “built to compete on the sport’s biggest stages and spark the cultural conversation with a young, diverse global audience,” On said in May.
The four new California store openings also come at the same time as the company’s plans to expand into Brazil. On Thursday, On said it would open its first two stores in São Paulo, the first of which opened today at JK Iguatemi shopping center. The 2,690 square-foot store draws its main inspiration from SESC Pompeia cultural center, incorporating its stone brutalist aesthetic reflected in the venue’s signature walkways and bridges.
On Aug. 6, the company will then open its second store in the city at Morumbi Shopping center. The 3,282 square-foot store draws direct inspiration from São Paulo’s iconic Copan Building, designed by the legendary architect Oscar Niemeyer.
On’s store at JK Iguatemi shopping center São Paulo.
Courtesy of On
Fiorella Palacios, senior director of Latin America at On, noted in a statement that Brazil is a “key market” for the company in the region as it becomes “increasingly connected” to the latest trends in sports.
“Bringing On stores to Brazil is a fundamental step in our global retail expansion, allowing these local communities of athletes and movers to experience and test our technology firsthand through the premium brand experience that only On can offer,” Palacios said. “We are incredibly excited about this new milestone for the brand in Brazil.”
On added that it is also set to open a third Brazilian store before the end of the year at Leblon Shopping center in Rio de Janeiro, as the company works towards its goal to increase its store base to approximately 100 by the end of 2026.
Inside On’s store at JK Iguatemi shopping center São Paulo.
Courtesy of On