On has opened its first store in Boston – just in time for the city’s marathon next week.
Located at 138 Newbury Street in Boston’s Back Bay neighborhood, the 2,800-square-foot store offers an assortment of On footwear, apparel and accessories for running, tennis, training, outdoor and all-day lifestyle. Select products from partner collaborations are also available in limited quantities.
The new storefront blends On’s contemporary design aesthetic with Boston’s historic architecture, preserving the original building facade.
Inside, the two-level layout features a sequence of rooms “designed to guide customer flow, introducing warmth and texture through layering and softened materials,” like integrated seating and a lower-level try-on area. A centerpiece of the store design is On’s “Magic Wall,” which features hidden shelves of footwear in every size, allowing quick access to sizes for customers.
Dan Schade, general manager of the Americas at On, said in a statement that opening on Newbury Street right before the Boston marathon is an “incredibly meaningful milestone” for the company.
“Boston has a deep-rooted passion for running and dedication to performance – traits that are central to our brand ethos,” Schade noted. “From Hellen Obiri’s recent back-to-back wins to talent like Joe Klecker and Ryan Ford competing at the highest level this year, we’re proud to be part of the energy that defines this city.”
On’s new Boston store is the latest addition to the company’s global retail portfolio, which now includes 15 stores in the U.S. and 70 stores worldwide.
The opening comes after the surprise announcement last month that Martin Hoffmann will step down as chief executive officer in May as part of a “planned hiatus” to pursue philanthropic interests.
In turn, On cofounders David Allemann and Caspar Coppetti now will serve as co-CEOs and Scott Maguire will be promoted to president and chief operating officer.
On executives noted at the time that the changes will not impact its 2026 guidance, which calls for net sales to grow by at least 23 percent on a constant currency basis for the full year. That implies reported net sales of at least 3.44 billion Swiss francs.
The company also noted in March in its most recent earnings report that it anticipates “continued elevated profitability” in 2026, with a full-year gross profit margin of at least 63 percent and an adjusted EBITDA margin between 18.5 percent and 19 percent.
