Swiss sneaker brand On opens flagship store in Milan
Swiss running shoe brand On is opening a flagship store on Milan's central street Corso Vittorio Emanuele II, the store is opening in the space previously occupied by clothing brand Gap, and is adjacent to the flagships of Nike and Adidas, writes WWD.
While Italy has historically been a significant market for the brand, On is looking to expand its presence in the direct-to-consumer channel and improve the customer experience, explains Bianca Pestalozzi, On's general manager for Europe, the Middle East and Africa (EMEA).
“We have seen good growth in On brand awareness. In Milan it is higher than in cities like Rome, but we are definitely seeing significant growth and momentum for the brand in the market,” she said.
The Milan store opens a month after the opening of On's second Parisian flagship store on the Champs-Élysées. According to Pestalozzi, both cities and countries have huge potential, and the company is investing in strengthening ties with local running communities, not forgetting fashionistas.
Reclaiming the top spot on Lyst's Q2024 2.0 Hottest Sneakers list with the On x Loewe Cloudtilt XNUMX sneakers, the company is well on its way to winning over fashion-savvy consumers. The popularity of the brand among the youth audience is facilitated by the advertising campaign launched this year. collaboration with American pop star Zendaya.
On x Loewe Cloudtilt 2.0“With the opening of the Corso Vittorio Emanuele II flagship store, and subsequently by strengthening our presence through digital channels, we plan to provide a truly premium customer experience to our consumers, both locals and tourists visiting the city,” explains Pestalozzi.
The 5166-square-foot (1574-square-meter) space was redesigned by Milan-based architecture studio BBPR. The space previously housed a Gap store.
The flagship store in Milan features men's and women's sneaker and apparel collections, as well as limited-edition capsules and collaborations. On launched an online app in 2023, which is expected to play a major role in giving fans access to limited-edition collections, early product releases and more.
On the ground floor of the store, running equipment, sneakers and new items are presented, and on the lower floor there is equipment for other sports, including tennis, as well as life style collections.
To form a brand community, a separate area has been allocated for holding PR campaigns, meetings, lectures and other events designed to attract brand fans and customers to the store.
Drawing on retail experience gained elsewhere, including two Parisian flagships on the Champs-Elysees and Saint-Germain, On has refined the concept of interacting with its customers, for example by demonstrating a total look, including clothing, which has become a fast-growing trend since last year category.
In the second quarter of 2024, On's revenue in EMEA grew by 21,8% to CHF 138,4 million (€146 million). Overall, the brand's sales increased by 27,8% year-on-year to CHF 567,7 million (€599 million).
On's sales turnover in 2023 reached CHF 1,79 billion (EUR 1,84 billion). The projected turnover for 2024 is CHF 2,29 billion.
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