London Regent Street

Explore On’s Flagship Store in London, located at 169-173 Regent Street, where On has driven a design-centric and technology-driven approach to the in-store consumer experience. The three-story store offers much more than the latest innovations and products and focuses on its community that loves exploring, touching, and discovering with all senses. 

“Swiss Engineering means for us loving technology and the natural world. In our store on Regent Street, we have combined both innovatively and surprisingly. With technology and innovation at the forefront, On London will empower shoppers to engage with our brand in an entirely new way. The focus lies on our community of runners, outdoor enthusiasts, and everyday explorers.”

David Allemann, Co-Founder of On.

Just like magic

Every aspect of your visit has been carefully considered to give you the best experience possible. And that includes how you find your perfect pair of On shoes. All our styles are stored inside the concealed Magic Wall shelves. Browse the largest in-store collection, arranged according to performance attributes and take your pick. Discover our ever-growing Performance Apparel Collection, engineered for running, outdoor adventures, and everyday pursuits. 

Swiss engineering at its best

Discover your perfect pair with our innovative technology. Hidden gait-cycle analysis technology instantly finds the best shoes for your personal running style, comparing key run attributes with a database of more than 52,000 runs. Want more detailed analysis and advice? Test-drive our latest styles and explore the collection in a one-to-one guided session. Just ask in store.

More than just a store

The store goes beyond a place to buy gear — it’s a community hub. The Lower Ground floor is dedicated to On’s community. It offers a versatile community space for panels, workouts, and events, including a pop-up bar on the walls. The green walls are made of concrete cast in wood and remind of a tree trunk. On London reflects the brand’s persistent innovation and devotion to creating unique products and experiences for customers everywhere. Located in London’s lively Regent Street, the store will serve as a seasonal hub for the local running community where runners of all kinds can safely gather to run together and see the latest products and innovations from the brand.