ZURICH, Switzerland, September 24, 2026 – Swiss premium sportswear brand On continues its global expansion. Over the coming months, the brand will open three new retail stores across the German-speaking region. With its first-ever store in Austria and prime locations in Munich and Düsseldorf, On is strengthening its physical presence in this key strategic region to complement its long-standing retail partner network. These three new openings represent a strategic expansion of On’s owned retail network in the DACH region, joining its existing stores in Berlin and the flagship store in Zurich, the home of On.
"The German-speaking region is deeply important to On – this is where our roots are. Switzerland is our home market, and Germany was one of our very first international steps," says Bianca Pestalozzi-Houchangnia, General Manager EMEA at On. "Our own retail stores are an essential pillar of our distribution strategy in addition to our premium partners. They allow us to bring On's entire world of products to life and build a direct, meaningful connection with our community."
Today, On celebrates the opening of its first store in the Austrian retail market. Located at Neubaugasse 20 in the vibrant 7th district, the 230-square-meter space is on one of the city's liveliest shopping streets. But it is more than just a retail space. It is a pulsing community hub showcasing the On universe from head to toe. The store builds a direct connection to local Vienna running culture and Gen Z. The design concept embraces traditional Viennese architecture. It features Jugendstil colors, Otto Wagner's iconic facades, and the rich, weathered copper crowning Vienna's roofs.
On October 15, On will open its second German store, located at Theatinerstrasse 38 in Munich. Situated a mere kilometer from the Englischer Garten – the city’s expansive green lung – this location offers effortless access to one of the most vibrant hubs for Munich's local running community.Behind a historic stone facade, the over 420-square-meter space spans two floors, blending modern innovation with Munich’s cultural heritage. The design bridges On's Swiss roots and local industrial identity. It features a striking rock installation by artist Lucas Muñoz alongside industrial zinc panels and technical details inspired by Munich's automotive history. Accents in Bavarian Blue anchor the unique store in the heart of the city.
Toward the end of the year, Duesseldorf will complete the trio of new openings. On's third German store will open at Schadowstrasse 24, one of the city's premier shopping streets near the luxurious Königsallee. This strategic location sits at the intersection of the premium and broader markets. It offers access to a high-traffic, international environment in Germany's fashion and lifestyle capital. The 150-square-meter store merges historic character with modern performance, using Red Travertine inspired by 1920s Brick Expressionism and bold red tones drawn from the local art movement. A sweeping wall mimicking the curve of the Rhine River guides shoppers through the interior.
To deepen connections with local runners, every new On store serves as a hub for movement and community. Vienna, Munich and Dusseldorf also offer a community run once a week in the evenings. These regular run clubs invite movement enthusiasts of all levels to run together and test On's latest innovations on the road.
Store opening hours: Mon-Fri: 10:00-19:00 / \u200b Sat: 10:00-18:00
High-resolution imagery is available HERE.
High-resolution imagery from the Community Opening Night is available HERE.
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. Sixteen years after market launch, On delivers industry-disrupting innovation in premium footwear, apparel and accessories for high-performance running, outdoor, training, tennis, all-day activities and football. 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 90 countries globally and engages with a digital community on www.on.com.
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