ONER Active took to the streets of Manhattan on Monday 26 October for a Moving Day activation, carrying supersized versions of its best-known brand staples across the city ahead of the opening of its first physical store at 0 Bond Street in NoHo on Saturday 7 November.
Led by founder Krissy Cela, a crew of movers transported a 4ft water bottle, 33lb mannequins and a 5ft ONER shopping bag through some of New York’s best-known locations, including the Metropolitan Museum of Art, Canal Street and the subway.
The activation takes the idea of moving in literally, and marks the start of a significant next chapter for the brand as it takes its online business into physical retail. Further celebrations are planned for opening day, including a live DJ set and special moments for the ONER community.
Founded by Cela in 2020, ONER Active has grown from a digitally native, female-founded activewear brand into a global name, with celebrity fans including Charli XCX, Lori Harvey and Emily Ratajkowski. Its best-selling SoftMotion collection has sold more than 2 million units since launch, the equivalent of one piece every 16 seconds, and the business closed the first half of 2026 on $97.6 million, a record start to the year.
A 4,700 sq ft Flagship in NoHo
The 4,700 sq ft flagship has been designed by ONER in partnership with Paris-based design studio HARMO as a representation of the brand’s community, which it says has grown to nearly 10 million women worldwide. Steel fixtures are paired with soft lighting conceived by Lichtvision, while custom-built mannequins reflect the range of body types within the community.
Shareable moments run through the store, from the fitting rooms to a custom photobooth, and the space has its own scent, created in Florence by perfumer Sileno Cheloni with notes of bergamot, jasmine and palo santo.
Alongside collections such as SoftMotion, EnhanceLift and AirMove, the store will introduce exclusive launches and limited-edition capsules, starting with NY SEEN, a lifestyle assortment designed in homage to New York. In-store product experts will offer styling advice, giving customers the chance to build outfits and try new silhouettes, colours and fabrics before buying.
“New York has always felt like a city that represents everything we stand for at ONER – inspiring, strong and a relentless drive to be the best version of yourself,”
Krissy Cela, Founder and Creative Director, ONER
“Opening our first store here is such an exciting moment for us. We’ve built this brand alongside our community, and being able to create a physical space where people can experience ONER in person, connect with one another and be part of what we’re building is incredibly special.”
The store at 0 Bond Street opens on Saturday 7 November and will trade from 11am to 7pm Monday to Saturday and from 12pm to 6pm on Sunday.
Terry Clark is the Publisher and Content Director of 365 Retail, with more than a decade of experience covering retail design, technology innovations, store openings and the wider retail industry. He also works closely with leading retailers, suppliers, agencies, events and industry awards across the UK.
