Switzerland's On to open first Europe flagship on Regent Street, London

By

Sandra Halliday

Published
Jan 17, 2023

Fast-growing Swiss sports brand On is to open its first European Flagship Store on 10 February on key shopping thoroughfare Regent Street, London. The shop will feature an “explorative, immersive, and tech-driven approach”.

Located at 169-173 Regent Street, the three-level store is close to a clutch of other equally disruptive sports brands including Gymshark, Lululemon and Fabletics. 

The company said it has taken a design-centric and technology-driven approach to the in-store consumer experience and offers “much more than the latest innovations and products”. It also “focuses on its community that loves exploring, touching, and discovering with all senses”. 

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Inspired by a science museum, “shoppers [will be] encouraged in a fun way to touch, interact and explore the newest technology, sustainability projects, and innovation in various interactive stations on the ground floor”. 

And from a design perspective, the materials look and feel has been “chosen carefully to connect with the running path in London. The floors are made of paving stones, and the wall is made of natural clay and is hand applied”. 

The lower ground floor “is dedicated to On’s community” with a versatile space for panels, workouts, and events, including a pop-up bar. The green walls are made of concrete cast in wood that replicates a tree trunk. 
 
On the top floor, there’s “the latest in retail technology” and the full range of women’s and men’s product for the first time in London.

A “magic wall” spanning almost the floor’s length and height includes hidden gait-cycle analysis technology. Shoppers can be quickly matched with the best shoes for their running style.
 
The wall also lets shoppers explore and try on the complete On shoe collection as it carries every model and size. The company said this “revolutionises the shopping experience by eliminating time spent waiting to receive sizes, a store floor strewn with shoe boxes, and allowing for more valuable interaction to learn from On’s expert store advisors”. 

There are also changing rooms for the apparel collection with the changing lounge area, transporting shoppers “to the Swiss Alps with a signature Alpine scent and complementing sounds”. 
 
“Swiss Engineering means for us loving technology and the natural world,” said co-founder David Allemann. “In our store on Regent Street, we have combined both. With technology and innovation at the forefront, On London will empower shoppers to engage with our brand in an entirely new way. The focus lies on our community of runners, outdoor enthusiasts, and everyday explorers.”