On Celebrates the Opening of its First Store in Sweden
With the new store in Stockholm, 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.
Stockholm, Sweden - May 14, 2026 - Swiss Premium Sportswear brand On today opened its first store in Sweden. The new store location in Stockholm marks a significant milestone for On as it expands its global retail presence into the Nordic region. The inauguration follows recent global openings of other On stores in cities like Shenzhen, Kuwait, Seoul, and London.
Stockholm, a dynamic and cosmopolitan socio-economic hub, provides the perfect setting for On’s elevated premium retail experience. The store on Biblioteksgatan is part of the city’s famous “Golden Triangle” in the upscale Bibliotekstan district and is one of Stockholm’s premier shopping destinations, known for its blend of high-end fashion, historic architecture, and cultural sites.
Quote from a Spokesperson
“Sweden 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 Swedish market offers a unique fusion of deep passion for running and the outdoors with a sophisticated interest in fashion. We are looking forward to fostering strong connections with Stockholm’s energetic community of runners and sports enthusiasts.”
The space features sharp contrasts reflecting Stockholm’s unique character. Design elements pull the iconic geometry of Sergels Torg onto a sweeping floor of native Swedish stone, which is balanced by warm, textured walls and historic arches. The architectural approach transitions from a vast, light-filled space to more intimate interiors, with raw local stone set against the clean, technical finish of polished steel—a material honesty that directly links to the technology embedded in On's products.
The new Stockholm store spans over 250 sqm 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 and various movement activities throughout the year.
Quick facts
On Stockholm Bibliotekstan
Biblioteksgatan 16
111 46 Stockholm, Sweden
Open from Monday to Saturday from 10:00 to 19:00 hours and Sundays from 12:00 to 17:00 hours.
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.