On Has Expanded Retail Presence in Europe
The company opened a new location in Vienna and announced upcoming stores for Munich and Düsseldorf.
Updated on Sept. 24, 2026 in Openings & Closings
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On has launched a new retail store in Vienna, continuing its expansion across the German-speaking market. The company also confirmed plans for upcoming store openings in Munich and Düsseldorf to follow its earlier Berlin debut.
Why it matters
Expanding its physical footprint allows the brand to strengthen community connections and showcase its product ranges directly. These locations leverage the region that serves as the company's historical foundation for international growth.
The new Vienna location measures 230 square meters, while the upcoming Munich site will span over 420 square meters. A smaller 150-square-meter store is also planned for Düsseldorf.
The players
On
On is a Swiss-based footwear and apparel company headquartered in Zurich that specializes in high-performance athletic gear.
The details
On incorporates local architectural themes and materials into the design of each new retail space to reflect the character of its host city. These brick-and-mortar sites are designed to act as community hubs while providing customers with hands-on access to the company's full product catalog.
Timeline
March 2024: On opened an initial retail store in Berlin.
September 24, 2026: The new store in Vienna officially opened at Neubaugasse 20.
October 15, 2026: A store is scheduled to open at Theatinerstrasse 38 in Munich.
End of 2026: An opening is planned for a store at Schadowstrasse 24 in Düsseldorf.
Market Landscape
On is scaling its retail presence to compete more aggressively in the European market against established global athletic brands. By building its own network of physical locations, the company is shifting from wholesale dependency toward a direct-to-consumer model that builds long-term brand loyalty.
Customers in these cities gain direct access to the brand's latest products and community events through these new physical spaces. Local shoppers can now visit flagship-style locations for personalized service that is unavailable through online-only channels.
The takeaway
The company's focus on integrating local design elements demonstrates an intent to embed itself into the cultural fabric of major European cities. Readers should look for these locations to serve as central hubs for product launches and brand-sponsored community activities.
Further reading
Explore more about recent industry activity in the Openings & Closings section.
Source note: This article includes information reported by Sgbonline.
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