On Sets Down Roots in Spain with Flagship Madrid Store and Ambitious Community Plans

Swiss sports brand On has officially made its debut in Spain, opening its first store in Madrid's prestigious "prime" retail district. Situated at 17 Calle Serrano, this strategic opening also marks the brand's first venture onto the Iberian Peninsula. The expansive 250-square-metre store spans two floors, showcasing On's full range of performance footwear, apparel, and accessories to the Spanish market.

The brand views this expansion as a pivotal moment for its global strategy. Bianca Pestalozzi-Houchangnia, On's Managing Director for the EMEA region, emphasized the significance of this move, stating, "Spain represents a significant opportunity for On to expand its global reach and consolidate its premium positioning in the sports industry." She further highlighted the chosen location's importance: "The location sits right on the route of the San Silvestre Vallecana, which attracts tens of thousands of runners each year, and is ideal for reinforcing our premium presence and boosting brand recognition in the Spanish capital. We look forward to building strong connections with Madrid's energetic community of runners and sports enthusiasts."

The new Madrid store, located in the affluent Salamanca neighbourhood, follows a series of recent international launches for On, including new outlets in Zurich, Seoul, Mexico City, and Riyadh. In terms of design, the company embraced a minimalist aesthetic for the historic Madrid space. This approach, as stated by On, "allowing the historic importance of the architecture to take centre stage and honour its legacy," respects the building's heritage while creating a modern retail environment.

Beyond its commercial offerings, On envisions the Madrid store as a vibrant community hub. The brand plans to host various sports-related activities and regular running clubs, fostering engagement with local athletes and sports enthusiasts. This initiative aims to build a strong connection with Madrid's active lifestyle community, aligning with the brand's ethos of inspiring movement.

Financially, On continues to demonstrate robust growth. The company reported a strong third quarter, with turnover increasing by 25% year-on-year (or 35% at constant exchange rates), achieving a net revenue of 794 million Swiss francs (equivalent to 860 million euros). This positive performance has led the company to revise upwards its forecast for the 2025 financial year, where it now anticipates sales growth at constant exchange rates of 34%, projecting a turnover of approximately 2,980 million Swiss francs (around 3,209 million euros).