Swiss sportswear label, On, has unveiled its inaugural standalone shop in South Korea, furthering its direct-to-consumer reach within the nation.
Strategically Located in Seoul
The store, nestled within Seoul’s Hannam district, signifies On’s maiden standalone brand space in the Korean market. This launch builds upon the brand’s initial direct retail outposts in Yeouido and Jamsil, which were established in the previous November.
The shop encompasses three floors, with the lower level spotlighting On’s running collection. The higher levels are dedicated to lifestyle, tennis, outdoors, and children’s merchandise.
The basement has been repurposed as a hub for running, functioning as a space for community gatherings, such as running club meets and in-store events tied to the local running community.
Inspired by Seoul’s Night Running Routes
The store’s aesthetic borrows elements from Seoul’s evening running paths. The use of lighting and reflective surfaces aims to replicate the dynamic movement and visual ambiance of the city post-sunset. The storefront’s design elements also nod towards the nearby Han River.
According to Rebecca Cai, On’s APAC GM, the brand anticipates the store to serve as a central spot for their running community. This is especially relevant with the looming Seoul Marathon. The brand also hopes the space will allow customers to fully immerse themselves in On’s universe, and personally interact with their latest performance and design innovations.
This inauguration aligns with the company’s ongoing efforts to widen its retail footprint across Asia. Just this week, On launched its most expansive store in China, situated at Shenzhen MixC World. This two-story outlet covers approximately 802 square meters.
Questions & Answers
What does the new On store in Seoul offer?
The store provides a wide array of sportswear, including running, lifestyle, tennis, outdoor, and kids’ products. Additionally, it will serve as a hub for community activities related to running.
What is unique about the design of the new store?
The design of the store is inspired by Seoul’s night running routes, with lighting and reflective surfaces that mimic the city’s atmosphere after dark. The facade also pays homage to the nearby Han River.
What recent expansion efforts has On undertaken in Asia?
On has been actively expanding its retail network in Asia. Along with the new standalone store in South Korea, it recently opened its largest store in China, located in Shenzhen MixC World.