Lazada Launches On Flagship Store in Southeast Asia
Swiss footwear brand On has opened an official flagship store on Lazada's LazMall platform in the Philippines and Thailand.
Updated on Nov. 2, 2026 in Retail
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On launched its flagship store exclusively on LazMall Philippines and LazMall Thailand on November 2, 2026. Lazada is the first marketplace platform in Southeast Asia to host an official On flagship store.
Why it matters
The move gives On a direct, official storefront on a major regional marketplace, making its performance footwear more accessible to shoppers across Southeast Asia. It also signals growing competition among global brands for online retail presence in the region.
The launch covers two LazMall markets, the Philippines and Thailand, with an initial curated assortment of running and training footwear and accessories. No sales or revenue figures were disclosed in the announcement.
The players
On
On is a Swiss-engineered performance footwear brand known for its Cloudmonster, Cloudrunner and Cloudsurfer running shoes.
Lazada
Lazada is a major Southeast Asian e-commerce platform whose LazMall marketplace hosts official brand stores across the region.
Carlos Barrera
Carlos Barrera is the chief executive of Lazada Philippines, overseeing the company's operations in the Philippine e-commerce market.
Rebecca Cai
Rebecca Cai is Chief Global Markets Officer at On, responsible for the brand's expansion into international markets.
The details
On's official flagship store went live on LazMall Philippines and LazMall Thailand, offering a curated selection of running and training footwear and accessories. The launch assortment includes the Cloudmonster, Cloudrunner and Cloudsurfer running franchises, with the range set to expand through 2027.
Timeline
November 2, 2026: On flagship store launches on LazMall Philippines and Thailand.
Throughout 2027: Planned expansion of the On assortment on LazMall.
Market Landscape
The launch positions On within Southeast Asia's competitive online footwear market by securing an official presence on a leading regional marketplace. It reflects a broader push by global sportswear brands to move from third-party resellers to brand-controlled storefronts on regional e-commerce platforms.
Shoppers in the Philippines and Thailand can now buy On running and training footwear directly through an official brand store on LazMall. The initial range is curated, and the selection is set to expand through 2027.
The takeaway
Shoppers looking for On performance footwear in the Philippines or Thailand can now buy from the brand's official store on LazMall. The range is expected to grow through 2027, so the selection may widen over time.
Further reading
Explore more on Retail to see how brands are reshaping their online storefronts.
Source note: This article includes information reported by Upgrade Magazine.
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