In a nutshell
Stylish, recently-expanded store to highlight the On running range, with an extended selection of clothing. Hidden gait analysis and the 'magic wall' that reveals all sizes. Enormous window frontage.
In their words
"On NYC is designed to be experienced and enjoyed. Technology-driven, human-centered"
Brand Background
On, the Swiss performance running brand founded in 2010, has made significant inroads in the athletic footwear industry. The company's key innovation is its patented CloudTec® technology, designed to provide cushioning and responsiveness. On has gained traction among both professional athletes and recreational runners. The brand has diversified into lifestyle sneakers, broadening its market appeal. On's commitment to sustainability is demonstrated through initiatives like its Cyclon™ subscription service, offering recyclable running shoes. Following its IPO in 2021, On has reported substantial growth, competing with established athletic brands in the performance and lifestyle footwear sectors.
Visit Field notes
A wide, shallow store where the shoes are the highlights. Visual merchandising focuses on cubby holes to display the shoes, and window displays focused on the suspension technology. While not up to the build and fit-out level of an APL, it's still a destination for brand advocates looking for fit and range, and gives a reason for non-advocates to explore further. Community engagement comes from their run and movement clubs. In 2024 the store more than doubled in size as the expanded into the next-door store. This gives an enormous, block-sized window frontage onto a shallow wedge of a store. Shopper numbers are limited (due to space and service standards) but if you're in the queue you can see the whole store from the pavement! This store is a brand celebration that doesn't feel too cavernous nor over-extended. Note that their newest flagship is not far away in Flatiron, and although that store is larger and a more convention 'square' floorplan that carries a greater depth of sizes, this store has a more special and unique feel.
Checkout
- Long, tapering and shallow space is high on windows but low on selling space
- Interesting selling shelving - hero shoes on the outside and behind is a pullout draw that holds all sizes. Reduces the need for stock room space and delays in getting sizes
- Store numbers tightly controlled to ensure that staff to customer ratios are high, along with service levels
- The window is the store and vice versa. Apparel on rails fills the narrow, southern store end while the wider end boast full height video walls and animatronic displays
- Tight integration of technology feels proportionate rather than gimmicky (gait analysis and sizing technology, for example).
Other Reading
Fast Company - most innovative companies 2023... https://www.fastcompany.com/90850232/on-creates-circular-system-to-recycle-running-shoes
The store page: https://www.on.com/en-ch/explore/stores/nyc-lafayette
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