On currently operates 32 stores globally and opened its first physical store in Berlin Mitte on 14 March. The 520 sq m store combines an”unmistakable Berlin vibe with traditional and modern elements,” featuring wooden elements and aluminium shelving to underline the connection to nature and passion for modern technologies. The store is intended to offer the opportunity to experience the full range of products as well as On’s technologies and innovations up close especially its latest CloudTec technology. The layout of the store guides customers through its running, outdoor, training, tennis and everyday collections with prices ranging from €49.95 to €449.95.

On wants its Berlin store to be seen as a “community meeting place” with its ON Run Club taking place every Thursday as well as inviting its customers to regular events related to exercise, culture and sustainability. As a part of its Cyclon circular program, its customers can purchase the shoes, which are primarily made from recyclable and bio-based materials via a subscription system for €29.95 a month. After six months of wear, On will recycle the worn components and transform them to new shoes.