On has announced the opening of its first stores in South Korea. The Swiss sportswear brand has expanded into the region with two locations in the capital Seoul.
According to the company, the decision to enter the South Korean retail market follows “ongoing momentum in the APAC region.” This marks the brand’s next phase of growth in the country. This builds on On’s presence in the region through wholesale partners. Rebecca Cai, general manager for the APAC region, said these had already laid a “fantastic foundation”. The new stores reflect a broader “strategic, multi-channel evolution.”
The stores are located at The Hyundai Seoul Department Store and Lotte World Mall Jamsil. Both offer On’s full range of products in all existing categories.
In addition to clothing for various sports, the locations will also house shoes, accessories and a premium area for technology-oriented design. Each store will also serve as a community hub, the brand said. It hosts in-store programs and community events, from running meets to experiential initiatives.
The opening coincides with the launch of a collaboration with Seoul-based brand Post Archive Faction. Additional items from On’s ongoing partnership with actress Zendaya will also be featured.
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