Swiss sportswear brand On has recently unveiled its grandest flagship store to date. This store is located at Shenzhen MixC World, China. This move is part of the brand’s ongoing effort to expand its retail footprint in one of its most rapidly expanding markets.
Spanning a generous 802 square meters over two floors, the store’s design draws inspiration from the area’s coastal and mountainous topography. The open-concept interiors are harmoniously complemented with the use of natural materials and unique installations.
To further enhance the customer’s shopping experience, an interactive visual display is present within the store, which showcases the brand’s signature CloudTec cushioning technology and its wide range of apparel.
At the store’s entrance, visitors are greeted by two majestic, hundred-year-old banyan trees. This area, redesigned as a park, serves as a communal space for group runs and various events.
Rebecca Cai, GM Apac at On, expressed her hopes for the new store. “Shenzhen is a city full of youthful vigour, and we hope that the flagship store at Shenzhen MixC World will not only function as a retail space, but will also serve as a hub for the city’s running community,” she said.
The unveiling of this store is in line with On’s strategy to expand its direct-to-consumer footprint in China, which has now become its second-largest market internationally. This comes after a period of robust regional growth, with On recording a substantial 96.4 per cent year-on-year increase in net sales in Asia-Pacific in 2025.
On’s chief commercial officer, Britt Olsen, highlighted the brand’s growth potential. “Following footwear, apparel has emerged as the second major growth engine. In China, the category displays immense potential. We will continue to expand our retail reach and further enhance the brand experience,” she stated.
On initially entered the Chinese market in 2018 and has since extended its reach to over 30 cities, launching more than 80 stores. The company has ambitious plans to hit the 100-store mark by the end of this year.
What inspiration did On draw from for its flagship store at Shenzhen MixC World?
The flagship store’s design was inspired by Shenzhen’s coastal and mountainous geography, and it combines open interiors with natural materials and installations.
What is On’s strategy for expanding its footprint in China?
On is focusing on growing its direct-to-consumer footprint in China, which is its second-largest market. This is following a marked increase in regional net sales.
When did On enter the Chinese market and what are its expansion plans?
On first entered China in 2018 and has since expanded to over 30 cities with more than 80 stores. The company aims to reach 100 locations by the end of the year.
