Global sportswear brand On announced the grand opening of its first retail store in Boston, located at 138 Newbury Street in the Back Bay neighborhood. The store, officially opened on Wednesday, April 15, opens just days before the city’s renowned marathon, bringing On’s designs to one of the world’s most influential running cities.
The Newbury Street store offers customers an assortment of On footwear, apparel and accessories for running, tennis, training, outdoor and lifestyle across approximately 2,800 square feet. Select products from partner collaborations are available in limited quantities, said On.
According to the company, the storefront blends On’s contemporary design aesthetic with Boston’s historic architecture, preserving the original building facade. Inside, the two-level layout features a sequence of rooms designed to guide customer flow, introducing warmth and texture through layering and softened materials, like integrated seating and a lower-level try-on area. A centerpiece of the store design is On’s Magic Wall, which features hidden shelves of footwear in every size, giving customers an immediate try-on experience.
On’s global retail portfolio now includes 15 stores in the U.S. and 70 stores worldwide. The Boston store is expected to employee 20 full-time and part-time staff.
“Boston has a deep-rooted passion for running and dedication to performance – traits that are central to our brand ethos,” says Dan Schade, General Manager of the Americas at On. “Opening on Newbury Street during this iconic week is an incredibly meaningful milestone for us. From Hellen Obiri’s recent back-to-back wins to talent like Joe Klecker and Ryan Ford competing at the highest level this year, we’re proud to be part of the energy that defines this city.”
For a complete schedule of grand opening events, check out events.on.com.
