Tokyo (SCCIJ) – The Swiss athletic shoe and performance sportswear company On from Zurich has opened its first Japan and Asia-Pacific flagship store in Tokyo. The brand’s second directly-managed store after New York is also its largest retail outlet yet in the world.
The first On flagship store opened in Tokyo on April 8 (© On).
Innovative technologies
The flagship boutique has 320 square meters spread over three levels. The first floor shows the full range of clothes and accessories, the second houses sneakers and other footwear. Wooden elements with a Japanese touch create a warm atmosphere despite the modern appearance by the use of metal, LED lights, and mirrors. A 3D-printed rock in the basement refers to the same rock in the Engadin Valley where the founders had the idea for On.
“On Tokyo” features the innovative “LanceScan”. This digital observation system analyzes a customer’s running style by scanning only a few steps on a short track in the shop. On this basis, the system recommends the most appropriate shoe model. Moreover, another state-of-the-art technology called “FootScan” uses a depth camera to measure the foot size of a customer with a margin of error of 1.25 mm.
The Harajuku store spans three levels to show the full product range (© On).
Japan as a brand pillar
The boutique named “On Tokyo” is run by the subsidiary On Japan headquartered in Yokohama. The location on Cat Street, Jingumae, the trendy Shibuya district, was carefully chosen, explains co-founder David Allemann. “Running culture and community are very important to us, and as a brand, we want our stores to be a source of culture,” he said.
“Harajuku is a town where running culture is deeply rooted, and where lifestyle and fashion intersect. Harajuku is also home to an active youth culture and community, making it an ideal location for our flagship store in Japan”, he continued. This community would be tight-knit, and with business growing so fast in Asia, he expects Harajuku to become a major pillar of our brand in the near future.
Rapid global expansion
In the twelve years since its founding in 2010 by David Allemann, Olivier Bernhard, and Caspar Copetti, the Swiss company has established offices in Portland, USA; Berlin, Germany; Yokohama, Japan; Shanghai, China; and Melbourne, Australia. Its sneakers, apparel, and accessories are sold at more than 8,700 retail stores in more than 50 countries. The company went public on the New York Stock exchange in September 2021.
On’s proprietary CloudTec system is patented worldwide. In November 2019, Swiss world-class tennis player Roger Federer joined the team. Federer will contribute to On’s product development, sports marketing, and corporate culture. The company is also a member of the International Association for the Advancement of Science and Technology in Japan.
Text: Martin Fritz for SCCIJ with material of On Japan
