ON EXPANDS ITALIAN PRESENCE WITH MILAN FLAGSHIP STORE

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The grand opening on Corso Vittorio Emanuele II, one of the city's most prestigious shopping thoroughfares, marks a pivotal moment for the brand as it strengthens its foothold in the European market.

The two-story flagship store, sprawling across an impressive 480 square meters (approximately 5,167 square feet), is a testament to On's commitment to innovative design and customer experience. The space has been meticulously crafted by the legendary Italian architecture firm BBPR, known for their modernist approach and contribution to Milan's architectural landscape.

Diana Dowling, On's Head of Retail Design, expressed her enthusiasm about the location: "Corso Vittorio Emanuele II epitomizes the blend of tradition and modernity that aligns perfectly with On's ethos. This prime location allows us to showcase our collections with unprecedented flexibility, catering to the evolving needs of our community through our modular display system."

The store's design is a harmonious fusion of Swiss precision and Italian flair. The ground floor creates a seamless connection between the bustling street and the store's interior, featuring expansive windows that flood the space with natural light. The meticulously restored ceiling beams pay homage to Milan's rich architectural heritage while providing a contemporary backdrop for On's cutting-edge products.

Descending to the lower level, customers find themselves in what the brand calls a "urban piazza" – a community hub designed to foster connection and engagement. This innovative space is anchored by a striking site-specific installation crafted from natural clay, serving as both a focal point and a unique product showcase platform.

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Bianca Pestalozzi, On's General Manager for EMEA, highlighted the significance of this opening: "Our Milan flagship isn't just a store; it's a milestone in On's journey, both in Italy and globally. Positioned on the iconic Corso Vittorio Emanuele II, it serves as a meeting point for local enthusiasts and international visitors alike, offering an immersive experience into our latest innovations and comprehensive product range."

The store, aptly named On Milan, caters primarily to running aficionados and urban movement enthusiasts. However, it goes beyond merely selling products. The flagship aims to become an integral part of Milan's active community by hosting a regular run club and various fitness activities, underlining On's commitment to fostering a holistic approach to movement and well-being.

On's product offering in the Milan store spans across multiple categories, showcasing the brand's versatility. From their revolutionary running shoes featuring CloudTec® technology to performance apparel and lifestyle collections, the store presents a curated selection that embodies On's philosophy of blending performance with style.

The opening of On Milan comes at a time when the sportswear market in Italy is experiencing significant growth, driven by increasing health consciousness and a surge in athleisure trends. By establishing a prominent presence in one of Europe's fashion capitals, On is strategically positioning itself to capture a larger share of this burgeoning market while introducing its Swiss engineering and design ethos to the discerning Italian consumer.

As On continues to make waves in the global sportswear industry, the Milan flagship store stands as a physical embodiment of the brand's vision – a space where performance meets style, and where the local community can come together to celebrate movement in all its forms. With this bold entry into the Italian market, On is not just opening a store; it's planting a flag in one of the world's most influential fashion landscapes, signaling its ambition to become a dominant force in the global sportswear arena.

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