On Brand Opens First Boston Store

April 15, 2026

On Holding announced the formal opening of its first retail store in Boston’s Back Bay neighborhood. The store measures roughly 2,800 square feet.

The company said in a media release that “the store 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’s design is On’s Magic Wall, which features “hidden shelves of footwear in all sizes, giving customers an immediate try-on experience.”

The store marks the Swiss running brand’s 15th in the U.S. and 70th worldwide. SGB