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2025/9/12

Swiss Sportswear Brand On Opens Second-Largest Global Flagship Store in Tokyo’s Ginza, Japan

Strengthening Japanese Market with Innovative Manufacturing and Community Experience

Swiss sports brand On opened a new flagship store in Tokyo's Ginza, Japan, district on September 12, 2025. Boasting a sales floor area of approximately 1,000 square meters, it is the brand's second-largest store globally and serves as a hub demonstrating its long-term commitment to the Japanese market.

Strategic Importance of the Japanese Market

Founded in Switzerland in 2010, On's mission is “to ignite passion through movement.” Japan represents the brand's first market entry in Asia and holds symbolic significance. The Asia-Pacific region has recorded triple-digit sales growth over the last three quarters, with Japan serving as its core market.

Features of the Ginza Flagship Store

Conceptualized as an “Urban Sanctuary,” the new store blends global design with Japanese culture. Unique design elements include fixtures inspired by the Imperial Palace and fitting rooms featuring black wood.

It showcases the latest products, including the popular “Cloud Monster” and “Cloud 6” series, as well as collaboration models with Zendaya. The store also introduces the retail technology “Magic Wall,” creating an environment where customers can seamlessly experience products.

Additionally, a dedicated “On Run Club” space is located in the basement, strengthening ties with the local community through running events and yoga sessions.

Innovative Manufacturing Technology “Light Spray”

Concurrent with the Ginza store opening, the company held “On Labs Tokyo,” showcasing its revolutionary “Light Spray” manufacturing technology. This robotic system sprays shoe uppers in just three minutes, significantly reducing waste and CO2 emissions during production. With proven results from the Tokyo Marathon, it's gaining attention as a technology balancing sustainability and performance.

Evolution into a Premium Brand

At the press conference, management positioned the brand's premium nature on three pillars: “Product Innovation,” “Customer Experience,” and “Customer Service.” Waterproof models are particularly popular in Japan for commuting needs, and the company is also expanding into apparel and accessories.

The strategy aims for sustainable growth by developing the market through both wholesale and direct retail channels, deepening the brand experience through direct consumer touchpoints.

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