Swiss sportswear brand On has opened its first standalone retail store in South Korea, expanding its direct-to-consumer presence in the country.
Located in Seoul’s Hannam district, the store follows the launch of the brand’s first direct retail locations in Yeouido and Jamsil last November and marks On’s first dedicated brand space in the Korean market.
The store spans three levels, with the ground floor featuring the brand’s running range, while the upper floors carry lifestyle, tennis, outdoor and kids’ products. A basement level has been designated as a running hub intended for community activities, including run club sessions and in-store programs linked to the local running scene.
The store’s design draws inspiration from Seoul’s night running routes, with lighting and reflective surfaces intended to evoke the movement and visual atmosphere of the city after dark. Elements of the facade reference the nearby Han River.
“We look forward to this store becoming an anchor for our running community, especially with the upcoming Seoul Marathon and a space where everyone can fully immerse themselves in the world of On and experience our latest performance and design innovations firsthand,” said Rebecca Cai, Apac GM at On.
