With the new store in Stockholm, the Swiss Premium Sportswear brand continues its strategic expansion. This move underscores the brand’s commitment to enhancing its retail presence and delivering a premium experience in the region.
Swiss Premium Sportswear brand On has opened its first store in Sweden. The new store location in Stockholm marks a significant milestone for On as it expands its global retail presence into the Nordic region. The inauguration follows recent global openings of other On stores in cities like Shenzhen, Kuwait, Seoul and London.
Stockholm, a dynamic and cosmopolitan socio-economic hub, provides the perfect setting for On’s elevated premium retail experience. The store on Biblioteksgatan is part of the city’s famous “Golden Triangle” in the upscale Bibliotekstan district and is one of Stockholm’s premier shopping destinations, known for its blend of high-end fashion, historic architecture and cultural sites.
The space features sharp contrasts reflecting Stockholm’s unique character. Design elements pull the iconic geometry of Sergels Torg onto a sweeping floor of native Swedish stone, which is balanced by warm, textured walls and historic arches. The architectural approach transitions from a vast, light-filled space to more intimate interiors, with raw local stone set against the clean, technical finish of polished steel – a material honesty that directly links to the technology embedded in On’s products.
The new Stockholm store spans over 250sq m and will offer customers the opportunity to experience On’s innovative product portfolio from toe to head, featuring shoes, apparel and accessories for high-performance running, outdoor activities, training, all-day use and tennis. It also serves as a central hub for the local community, offering weekly run clubs and various movement activities throughout the year.
