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High performance sports brand On opens its first UK Flagship store on Regent St flagship store launches on Regent Street, 10 Feb flagship store launches on Regent Street, 10 Feb 2023

Swiss, high performance, sports brand On has announced that it is opening its first UK flagship store on February 10, 2023 and located at 169-173 Regent street. has learned that the three story store will not just be packed with the kind of cool design innovations that you would expect from the high end Swiss brand, but will also include a number of technical innovations.

Inspired by a science museum, shoppers are encouraged in a fun way to touch, interact and explore the newest technology, sustainability projects, and innovation in various interactive stations on the ground floor. From a design perspective, the materials look and feel has been chosen carefully to connect with the running path in London. The floors are made of paving stones, and the wall is made of natural clay and is hand applied. 

“Swiss Engineering means for us loving technology and the natural world. In our store on Regent Street, we have combined both innovatively and surprisingly. With technology and innovation at the forefront, On London will empower shoppers to engage with our brand in an entirely new way. The focus lies on our community of runners, outdoor enthusiasts, and everyday explorers.”

David Allemann, Co-Founder of On
The new On store on Regent St, London

The Lower Ground floor is dedicated to On’s community. It offers a versatile community space for panels, workouts, and events, including a pop-up bar. The green walls are made of concrete cast in wood that replicate a tree trunk. 

On the top floor, shoppers will experience the latest in retail technology. For the first time in London, the full range of women’s and men’s collections will be presented in the store.

A magic wall spanning nearly the floor’s length and height is striking in appearance and technological capabilities. With a hidden gait-cycle analysis technology, shoppers only need to run a few strides to get instantly matched with the best shoes for their running style. On’s team of running expert store advisors will be available to facilitate and coach along the way. 

The Magic Wall enables shoppers to explore and try on the entirety of the On shoe collection with ease. Carrying every model and size, the Magic Wall revolutionises the shopping experience by eliminating time spent waiting to receive sizes, a store floor strewn with shoe boxes, and allowing for more valuable interaction to learn from On’s expert store advisors.

The running wall at the new On Flagship store on Regent Street

Changing rooms are available to test On’s apparel collection. Stepping into the changing lounge area, shoppers will feel transported to the Swiss Alps with a signature Alpine scent and complementing sounds. 

On London reflects the brand’s persistent innovation and devotion to creating unique products and experiences for customers everywhere. Located in London’s lively Regent Street, the store will serve as a seasonal hub for the local running community where runners of all kinds can safely gather to run together and see the latest products and innovations from the brand.

Regular visitors to will know that On running shoes have always been a massive hit with the team here so we can’t wait to go along to the opening.

Andy Barr
the authorAndy Barr
Editorial Lead
Andy was late arriving into the world of fitness, running and training. He did not really take up regular gym going until he was in his late 30's. He lost over 7 stone in weight since starting and completed an olympic length triathlon in June 2018. He enjoys playing football, boxing and outdoor running.

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