On Celebrates the Opening of its First Store in Spain
With the new store in the capital of Spain, Madrid, the Swiss Premium Sportswear brand continues its strategic expansion. This move underscores the brand's commitment to enhancing its retail presence and delivering a premium experience in the region.
November 21st, 2025– Madrid, Spain: Swiss Premium Sportswear brand On announces its first store opening in Spain. The new store location in Madrid marks a significant milestone for On as it expands its global retail presence into the Iberian Peninsula. The inauguration follows the recent global openings of other On stores in Zurich, Switzerland; Seoul, South Korea; Mexico City; and Riyadh, Saudi Arabia.
Madrid, a dynamic and cosmopolitan socio-economic hub, provides the perfect setting for On’s elevated premium retail experience. The city boasts a thriving running scene and an enthusiastic fashion community, perfectly aligning with On’s mission to ignite the human spirit through movement. The store on Calle Serrano is part of the city’s famous “Golden Mile” circle in the upscale Salamanca district and is one of Madrid’s premier shopping destinations, known for its blend of high-end fashion, historic architecture, and cultural sites.
Due to the building's historical status, only limited changes to the facade were permissible. The design approach embraced minimalism, allowing the architecture's historical significance to take center stage and truly honor its legacy on this iconic Madrid street.
“Spain represents a significant opportunity for On to expand our global reach and solidify our premium positioning in the sports industry”, said Bianca Pestalozzi-Houchangnia, General Manager EMEA at On. “The location is right along the San Silvestre Vallecana run, which attracts tens of thousands of runners every year, and is ideal to enhance our premium presence and boost brand recognition in Spain’s capital. We are looking forward to building strong connections with Madrid’s energetic community of runners and sports enthusiasts.”
The new Madrid store spans over 250 sqm on two floors and will offer customers the opportunity to experience On’s innovative product portfolio from toe-to-head, featuring shoes, apparel, and accessories for high-performance running, outdoor activities, training, all-day use, and tennis. It also serves as a central hub for the local community, offering weekly run clubs at 7:00 p.m. every Wednesday and various movement activities throughout the year.
Quick facts:
On Madrid Serrano
Calle Serrano 17
28043 Madrid, Spain
Open from November 22nd, 2025, from Monday to Sunday: 10 AM to 9 PM
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About On
On was born in the Swiss Alps in 2010 with the mission to ignite the human spirit through movement – a mission that still guides the brand today. Fifteen years after market launch, On delivers industry-disrupting innovation in premium footwear, apparel and accessories for high-performance running, outdoor, training, all-day activities and tennis. On’s award-winning CloudTec® and LightSpray™ innovation, purposeful design and groundbreaking strides within the circular economy have attracted a fast-growing global fan base – inspiring humans to explore, discover and Dream On.
On is present in more than 80 countries globally and engages with a digital community on www.on.com.