On Expanded Retail Footprint in German-Speaking Markets
Retailers can monitor how On adapts store designs to local architecture as it scales its European physical presence.
Updated on Sept. 24, 2026 in Openings & Closings
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On opened a new 230-square-meter store in Vienna, continuing its expansion into the German-speaking region. The move follows the opening of a Berlin location in March 2024 and precedes two additional upcoming store launches.
Why it matters
The company is deepening its commitment to the German-speaking region, which serves as its historical foundation for international expansion. For operators, this signifies a strategic shift toward localized physical retail to foster brand community.
On has launched a 230-square-meter store in Vienna, with additional locations of 420 square meters in Munich and 150 square meters in Düsseldorf scheduled to follow. These three openings follow the firm's March 2024 expansion into Berlin.
The players
On
An athletic footwear and apparel company that operates through a global direct-to-consumer and wholesale retail model.
The details
The brand utilizes owned retail spaces to bring product ranges directly to consumers and build local community connections. Design strategies prioritize local architectural themes and materials to differentiate each site, a tactic used to ground the global brand in regional markets.
Timeline
March 2024: The company opened a store in Berlin.
September 24, 2026: The Vienna store opened at Neubaugasse 20.
October 15, 2026: A store is scheduled to open at Theatinerstrasse 38 in Munich.
End of 2026: A store is scheduled to open at Schadowstrasse 24 in Düsseldorf.
Market Landscape
This expansion follows the broader industry trend of direct-to-consumer brands investing in physical, localized flagship experiences to drive engagement. It marks a clear continuation of the company's strategy to prioritize its historical roots while scaling its physical footprint.
Operators should monitor these localized design strategies as a benchmark for balancing global brand identity with local market preferences. Evaluate whether your own physical retail footprint effectively uses regional architectural cues to deepen customer loyalty.
The takeaway
On is prioritizing its historical core markets by tailoring new retail environments to specific city aesthetics. Track how these investments translate into increased community engagement compared to the company's standard wholesale distribution channels.
Further reading
For more on industry expansion patterns, see Openings & Closings.
Source note: This article includes information reported by Sgbonline.
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