On Launches Flagship Retail Stores in Seoul’s Top Shopping Destinations

Find innovation and community under one roof in the heart of South Korea’s capital

Swiss premium sportswear brand On has cemented its APAC momentum by opening its first brick-and-mortar retail spaces in South Korea, debuting across two sought-after destinations: The Hyundai Seoul Department Store and Lotte World Mall Jamsil.

These store launches represent a major milestone in On’s multi-channel strategy and reinforce the brand’s growing presence in a core global market.​

Full Spectrum of Performance and Lifestyle

With the new Seoul stores, On is delivering its entire product portfolio to Korean consumers including high-performance running, outdoor, training, tennis, lifestyle, and kids’ essentials.

Shoppers can immerse themselves in a contemporary, premium space that highlights the brand’s signature advances in design and performance technology, from CloudTec cushioning to bold all-weather apparel.​

A Hub for Community and Wellness

On is extending beyond retail by transforming these stores into social/community hubs.

Seoul’s new locations will host in-store activations, running meetups, and experiential events to nurture a shared passion for movement and connect with both new and existing fans.

The interior’s visual language draws inspiration from the city’s diverse running routes urban, brick, gravel and combines these with clean aluminum and glass details for a fresh, refined atmosphere rooted in local culture.​

Exclusive Collabs and Local Energy

The Seoul grand opening includes special collaborative product drops most notably with in-demand Seoul-based label POST ARCHIVE FACTION (PAF) and global ambassador Zendaya.

These partnerships allow On to further elevate its connection to Korean youth culture and style.​

Leadership’s Perspective

Rebecca Cai, APAC General Manager at On, expressed the significance of the opening:
“We are incredibly excited to bring the full On experience to Seoul, our first direct-to-consumer stores in South Korea, a city that perfectly mirrors our own passion for design, innovation, and an active lifestyle. This is a pivotal moment for us, fueled by the phenomenal momentum we’ve seen across the APAC region. Our trusted wholesale partners have built a fantastic foundation here, and these new flagship stores are the next step in our strategic, multi-channel evolution. They provide a unique space to showcase the complete head-to-toe expression of our brand especially our growing apparel collection and to create immersive hubs where our community can gather, connect, and draw inspiration. We are not just opening stores; we are establishing a new home for movement in the heart of Korea.”​

The launch of these Seoul flagships underscores On’s broader mission to inspire a global audience through movement, technology, and meaningful local engagement. For both runners and everyday style seekers, On’s arrival brings premium Swiss performance directly to the dynamic Seoul community.