On Running Launches Flagship Stores in Seoul Boosting Asian Expansion
On Running, the renowned Swiss performance running brand, is significantly accelerating its international expansion strategy, with a particular emphasis on the dynamic Asian market. This strategic focus has already yielded impressive results within the APAC region, where the brand reported a substantial 33.6% increase in sales to CHF 168.6 million in 2024. Building on this momentum, On is now marking a major milestone with the grand opening of its inaugural direct-to-consumer stores in South Korea.
The brand's entry into the South Korean market is spearheaded by two strategically located stores in Seoul, the vibrant capital. These prime retail destinations are situated within The Hyundai Seoul department store and Lotte World Mall Jamsil. According to On, the establishment of these flagship locations represents a crucial advancement for the brand's direct presence and overall market penetration in Korea.
Customers visiting the new Seoul stores will have the opportunity to explore the comprehensive range of On's innovative products. The offerings span from their acclaimed running shoes to a diverse collection of outdoor, tennis, and lifestyle apparel, alongside a dedicated line of kid's wear, providing a holistic brand experience for various facets of an active life.
Adding an exclusive touch to the store openings, On has announced a unique collaboration with Post Archive Faction (PAF). The contemporary fashion label, celebrated globally for its distinctive aesthetic, will be presenting specially curated styles within both On stores. Furthermore, visitors can also view select collection pieces from On's global brand partner, the acclaimed actress and fashion icon, Zendaya, enhancing the immersive retail experience.
Rebecca Cai, APAC General Manager at On, expressed her enthusiasm regarding the twin openings, stating, "We are thrilled to bring the full On experience to Seoul – our first direct-to-consumer stores in South Korea. The city perfectly reflects our passion for design, innovation and an active lifestyle." Her sentiments underscore the cultural alignment between the brand's ethos and Seoul's vibrant, design-conscious, and health-oriented community.
Beyond offering a premier shopping experience, the new stores in Seoul are envisioned as integral hubs for the local sports community. They are designed to host a variety of community-led programs and events, including organized group runs and experiential initiatives. These activities are strategically crafted to foster stronger customer loyalty and cultivate a shared passion for movement, wellness, and the On brand within the Korean community.
The distinctive store design draws inspiration from the daily lives and running environments of Korean athletes. It meticulously captures the diverse textures and dynamic energy of Seoul's running routes, from the gritty urban asphalt and detailed brickwork to serene natural gravel paths. This authentic representation is seamlessly integrated with modern materials such as aluminium and glass, creating a visually striking ambience that effortlessly blends functional aesthetics with a profound emotional connection to the city's burgeoning running culture.
Rebecca Cai further elaborated on the strategic importance of these new establishments: "This is a pivotal moment for us, fuelled by the phenomenal momentum we've seen across the APAC region. Our trusted wholesale partners have laid a fantastic foundation here, and these new flagship stores are the next step in our strategic multi-channel development. They provide a unique space to showcase the full breadth of our brand – especially our growing apparel collection – and to create inspiring places where our community can meet, connect and be inspired." This statement highlights the flagships as crucial components in On's broader growth strategy, leveraging existing partnerships while expanding direct consumer engagement and brand visibility.
