Swiss-based athletic brand On is set to unveil its second retail location in the United Kingdom, strategically positioned in the bustling Spitalfields Market in East London. This move comes on the heels of the brand’s triumphant launch of its UK flagship store on Regent Street.
The new establishment, located at 37 Brushfield St, London, spans 310 square meters and features an extensive assortment of footwear, clothing, and accessories. Overlooking the animated Bishops Square, the store’s window design ingeniously integrates the square’s vitality into the shopping experience. The interior boasts a Hybrid Explorer Display, a state-of-the-art digital table that enables customers to juxtapose various shoe models simply by placing them on the table. Echoing the architectural essence of the market, the store’s design elements incorporate the iconic red bricks of Spitalfields, and its adaptable display fixtures add a touch of fluidity, reflecting the market’s ever-changing character.
Diana Dowling, Head of Retail Design at On, articulates, “Spitalfields Market’s blend of historical charm and modern vibrancy provides an ideal setting for the new store. There is a palpable buzz in this area, and we are excited to strengthen our brand presence here.”
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The Spitalfields location aims to serve the diverse needs of East London’s active lifestyle community, from runners to general fitness aficionados, as well as tourists exploring the capital. The store will also function as a communal hub, hosting run clubs and other community-centric activities to deepen its engagement with the local populace.
Earlier this year, On made headlines with the launch of its Regent Street flagship and an intriguing pop-up store in Liverpool. Bianca Pestalozzi, General Manager for EMEA at On, states, “With each new retail venture, we’ve seen an immediate increase in brand visibility and search activity. We look forward to building on this momentum as we invest not only in retail stores but also in running initiatives in the UK, from elite athletic events like On Track Nights in Highgate to community programs and run clubs.”
With a global retail network that includes over 25 stores across North America, Europe, and Asia—19 of which are in China—On’s ongoing expansion underscores its dedication to delivering customer-focused, physical retail experiences on an international scale.
The Spitalfields store is set to open its doors to the public on November 3, 2023, further solidifying On’s commitment to its UK customer base.
