On opens first store in Denmark as it adds four California locations

Swiss premium sportswear brand On has opened its first store in Denmark, the latest move in a retail push that will add four locations in California this fall and has taken the brand into Brazil for the first time.

The Copenhagen store opened last week at Købmagergade 39 in Indre By, the city's historic center and one of its busiest pedestrian shopping streets, the company said. At roughly 3,800 square feet, it is On's only store in Denmark and carries footwear, apparel and accessories for road running, outdoor, training, tennis and all-day wear.

The bigger share of the expansion is in the United States. On announced in late July that it would open four new California stores, starting with a location on Chestnut Street in San Francisco's Marina District. Stores at The Village at Corte Madera in Marin County and Westfield University Towne Centre in San Diego are scheduled for September, followed by Westfield Century City in Los Angeles in October. The four locations range from about 2,800 to 4,000 square feet and will create roughly 105 jobs, according to the company. On currently operates three stores in the state, in Palo Alto, Los Angeles and Newport Beach, which puts its California count at seven once all four open.

"California's movement culture is unmatched, driven by passionate communities that live and breathe active lifestyles," said Dan Schade, vice president and general manager of the Americas at On. He said the additional stores would let the brand outfit athletes "for the road, trail, studio and court" and serve as active hubs in each neighborhood.

Latin America is the other growth market. On opened its first Brazilian store on July 30 at the JK Iguatemi mall in São Paulo, a 2,700-square-foot space, and followed with a 3,300-square-foot location at MorumbiShopping on August 6. A third store, at Leblon Shopping in Rio de Janeiro, is due before the end of the year, with an opening date still to be confirmed.

Back in Copenhagen, the store's design leans on the contrast between the building's historic shell and contemporary materials, pairing red metal cladding with concrete, gray stucco and oak. On said the layout borrows from the spiral ramp of the 17th-century Round Tower, a landmark on the same street. The store will also host weekly run clubs and other community events through the year.

"Copenhagen and On are a true match," said Bianca Pestalozzi-Houchangnia, general manager for Europe, the Middle East and Africa at On. "The importance of aesthetics and premium design paired with an urban culture of movement really make Copenhagen a wonderful fit for us to expand our footprint and underscore our premium position in global sportswear."

Founded in Switzerland in 2010, On sells in more than 80 countries and said the California openings will bring its owned retail fleet to more than 70 stores worldwide.

This article was created with the help of artificial intelligence and edited by an editor.