“On has found a home in the heart of Milan – on the iconic Corso Vittorio Emanuele II,” the Swiss sports shoe manufacturer announced. Floor-to-ceiling windows, sculptural elements and a natural clay floor installation are intended to create the right ambience for the products at the new location. The store, which was previously rented by the US brand Gap, extends over two floors and offers running, tennis, training and lifestyle equipment as well as a piazza on the ground floor.
The store is designed to reach the growing fan base in Italy. It is located in the vicinity of the Nike and Adidas flagship stores.
Bianca Pestalozzi, On’s general manager for the Europe, Middle East and Africa region, told US media Footwear News that the company wants to establish the brand in the running community in Italy as well. D2C sales are also to be expanded. “By opening the flagship store on Corso Vittorio Emanuele II and building a stronger presence through digital channels, we want to offer fans, both locals and tourists who travel to the city, a truly high-quality and upscale experience,” Pestalozzi told FN.
Last quarter, direct sales to consumers accounted for 37.5% of On’s total business, while wholesale reached just under two-thirds of sales. Pestalozzi said On plans to focus on key partnerships in the EMEA region. “I think On’s strategy has always been to go direct to consumer, to reach those communities through our own channels, but at the same time work with the different community champions on the wholesale side to be credible with those consumers,” she told FN.
