ON Running opens mega flagship store in Milan
Swiss upscale running brand ON has recently opened a new flagship store in Milan at Corso Vittorio Emanuele II. Although Italy has been an historically relevant market for the brand which boasts a widespread network of specialty stockists, On is committed to scale up its direct-to-consumer presence to enhance the customer journey, explained Bianca Pestalozzi, On’s general manager for the Europe, Middle East and Africa, or EMEA, region.
The 5,166-square-foot unit was redesigned by Milan-based architectural studio BBPR to maintain the unit’s historical blueprint defined by strong interaction between the indoor space and the outdoors with its floor-to-ceiling windows overlooking the street’s arcaded walkway. The space previously housed the Gap store.
The ground floor displays running gear, sneakers, and new arrivals, with other sports and activities including tennis, as well as the lifestyle selection taking over the lower floor. Building on the retail lessons learned elsewhere, including at Paris’ two units on the Avenue des Champs-Élysées and in the Marché Saint-Germain, On has finetuned its customer’s journey, for example displaying total looks which include apparel, a burgeoning category since last year, Pestalozzi explained.
In the second quarter of 2024 On’s revenues in the EMEA region increased 21.8 percent to 138.4 million Swiss francs. In the quarter overall sales jumped 27.8 percent from the same period a year ago to of 567.7 million Swiss francs.
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