On opens its first store in the GCC
The store at Kingdom Center in Riyadh underscores On’s strategic growth plan and commitment to delivering a premium brand experience across the region.
ZURICH, Switzerland, November 11, 2025—Swiss Premium Sportswear brand On announced the official opening of its first store in the Gulf region, located at the iconic Kingdom Center in Riyadh, Saudi Arabia. This marks a significant milestone in the brand’s global expansion, with plans to add nine locations across the region—commonly referred to as the GCC—within the next two years. Since 2024, On has partnered with Mizzen, part of the Seddiqi Holding group, as its primary representative across the GCC and Jordan.
The inauguration of the Kingdom Center store in Riyadh underscores the brand's ongoing commitment to expanding its direct-to-consumer footprint in pivotal regions worldwide. This follows a series of strategic store openings in nascent markets such as Bangkok, Thailand, and Seoul, South Korea, alongside the establishment of prominent new flagship stores in key markets, including the United States (Houston), Japan (Tokyo), and Switzerland (Zurich).
A place to meet
Located on the ground floor in one of Riyadh’s most iconic landmarks, the Kingdom Center, the 314sqm store brings On’s passion for innovation and movement to life - underpinned by Swiss engineering and design. Rooted in performance, the brand invites visitors to explore its collection of premium footwear, apparel, and accessories. Offerings span running, training, tennis, lifestyle, and outdoor categories. Beyond retail, the store will also foster community engagement through movement activities, such as weekly run clubs at 7:30 p.m. every Wednesday.
“At On, we believe in the power of movement and the transformative benefits it brings to personal well-being, both physically and mentally,” said Bianca Pestalozzi-Houchangnia, General Manager for EMEA at On. “That’s why our stores are about so much more than products or a place to shop; they’re about creating meaningful experiences that inspire people to move. We’re excited to finally share our passion with the local community in Riyadh and expand our footprint in the region.”
Movement as a bridge between people
The new store in Riyadh represents a strategic market entry for On, aligning seamlessly with Saudi Arabia's Vision 2030, which aims to significantly boost physical activity among its population. This initiative is supported by substantial investments across various sectors to rapidly expand the country's sports landscape. On's vision, to ignite the human spirit through movement, perfectly complements these national goals.
Quick facts:
On Riyadh Kingdom Center
Al Olaya, Riyadh 12214, Saudi Arabia
Open from Monday to Sunday: 10 AM to 11 PM
Media assets
High-resolution images are available for download 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. 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.