On Opens First Riyadh Store in Kingdom Center, Marking Major GCC Expansion Under Vision 2030

Swiss premium performance brand On is celebrating a significant milestone in its international growth journey. The occasion is marked by the grand opening of its first-ever retail location in the Gulf region, situated inside Riyadh’s iconic Kingdom Center. On Riyadh store opening is highly anticipated. It signals On’s official entry into Saudi Arabia and paves the way for nine additional openings across the GCC over the next two years. As a result, the brand strengthens its commitment to high-potential markets. This aligns perfectly with the Kingdom’s broader ambition to become a global hub for sport, wellness, and lifestyle innovation.

A New Hub for Innovation, Experience, and Movement

Located on the ground floor of the Kingdom Center, the 314-square-meter space has been designed to encapsulate On’s signature fusion of Swiss precision, performance-driven aesthetics, and a deep passion for movement. As visitors step inside, they are invited to explore an expansive assortment of footwear, apparel, and accessories. These span across running, training, tennis, outdoor, and lifestyle categories.

However, the Riyadh flagship is intentionally more than just a retail space. It is positioned as a community hub, where fitness enthusiasts and everyday movers can come together through shared experiences. For instance, the store hosts weekly evening run clubs every Wednesday at 7:30 p.m. This offers a regular opportunity for residents to train, socialize, and discover the benefits of On’s performance mentality.

“As a brand, we believe profoundly in the transformative power of movement, physically, mentally, and emotionally,” says Bianca Pestalozzi-Houchangnia, General Manager for EMEA at On. “That’s why our stores are crafted to offer far more than a shopping destination; they are meant to inspire meaningful experiences that connect people through movement.”

Strategic Expansion: Supporting Saudi Arabia’s Vision 2030

Furthermore, the opening of the Riyadh flagship holds deep strategic importance. Rather than being an isolated expansion, the launch aligns directly with Saudi Vision 2030, the country’s comprehensive national initiative to increase physical activity levels, expand sports participation, and promote healthier lifestyles among the population.

With Saudi Arabia rapidly investing in fitness infrastructure, sports programs, and wellness-forward initiatives, the Kingdom has become an increasingly natural and compelling market. On’s philosophy of high-performance innovation paired with everyday movement fits well. Consequently, this flagship is positioned to accelerate both On’s regional presence and Saudi Arabia’s broader transformation in sports and wellness.

Additionally, this opening is part of a wave of international expansion for On. New stores are opening in Bangkok and Seoul. There are also major global flagships in Houston, Tokyo, and Zurich. In the GCC and Jordan, On’s regional growth is supported by its partner Mizzen (Seddiqi Holding). This ensures that local expertise and consumer understanding drive the brand’s momentum.

Inside the Store: Where Technology, Design, and Community Converge

Inside the Riyadh store, every detail, from modern fixtures to interactive digital displays, is thoughtfully engineered. This reflects On’s blend of innovation and design excellence. Shoppers can engage with best-selling technologies such as CloudTec running shoes. There is technical performance apparel and premium athleisure that is designed for versatility throughout the day.

Moreover, expertly trained staff members are present to guide customers across categories. They champion the brand’s ethos that movement is a connector, a catalyst, and a community pathway. As a result, the store becomes not only a destination for high-quality products but also a gathering place. Fitness-minded individuals can connect, learn, and grow together here.

Final Thoughts

Ultimately, On’s arrival in Riyadh’s Kingdom Center represents much more than a retail expansion. It is a forward-thinking statement about the role of sport as a unifying force. This is a powerful step toward enriching both personal and community well-being in Saudi Arabia. By bringing Swiss-engineered innovation to the Kingdom, On is helping to strengthen Saudi Arabia’s global identity. The country is emerging as a leader in fitness, wellness, and active lifestyles. One run, walk, and training session at a time, the brand is contributing to a future defined by movement, health, and shared ambition.