Swiss premium sportswear brand On has opened its first-ever retail store in the UAE, as international brands continue to invest in the Gulf.
The Mall of the Emirates store marks On’s third location in the GCC, following openings in Riyadh in October 2025 and Kuwait in February this year. It forms part of an ambitious regional expansion strategy that will see the company launch a further nine stores across the Gulf over the next two years.
The opening underscores confidence in Dubai’s retail market and its growing reputation as a global hub for sports, wellness and premium lifestyle brands. The new store showcases On’s full portfolio of performance running shoes, technical apparel and accessories spanning running, training, tennis, outdoor activities and everyday wear.
“Dubai’s unique energy and its residents’ passion for sports and wellbeing align perfectly with On’s mission,” Bianca Pestalozzi-Houchangnia, General Manager EMEA at On, said. “We have already seen incredible momentum from our local run clubs, which regularly attract more than 100 participants. This store is not just a retail space; it is a physical home for this energetic community to connect, move and explore the full breadth of On’s collection together.”
