On expands its presence in DACH region and celebrates Austrian debut

Swiss sportswear manufacturer On is expanding in the German-speaking region. The company announced on Friday that it will open three stores in the coming months in Munich, Düsseldorf and Austria. The Vienna location marks the brand's first opening in the country. According to the announcement, the three new openings represent a strategic strengthening of its retail network in the DACH region. This network currently consists of the store in the German capital, Berlin, and the Swiss flagship store in Zurich, On's home city.

On celebrates its Austrian debut

The first of the new locations will be On's debut Austrian store. The 230 square metre shop will open on September 26 at Neubaugasse 20 in Vienna's 7th district. According to On, the store's design adapts to the city's architecture. It incorporates the colours of the Art Nouveau movement, the vibrant facades of architect Otto Wagner, and the green, weathered copper characteristic of many Viennese roofs.

The new store on Munich's Theatinerstraße, however, pays homage to the brand's Swiss origins. A rock installation by artist Lucas Muñoz is combined with references to the local automotive industry and accents in Bavarian blue. The store is the brand's second German location, spanning 420 square metres over two floors.

Düsseldorf will complete the trio of new openings towards the end of the year. The third On store in Germany will open at Schadowstraße 24, close to the Königsallee. Its strategic location at the intersection of the premium and mass markets offers access to a high-traffic, international environment in Germany's leading fashion and lifestyle metropolis.

Spanning approximately 150 square metres, the store combines historical character with modern performance. The design features red travertine inspired by the brick expressionism of the 1920s and striking red tones that reference the local art movement. A curved wall, echoing the course of the Rhine river, guides visitors through the interior.

The new openings complement On's long-standing collaboration with specialist retailers while strengthening the brand's presence in the DACH region. The local running community will also be engaged, with weekly community runs planned in Vienna, Munich and Düsseldorf.