Another Australia-first for Emporium Melbourne
On's new 400sqm space to open from early October
On joins recent flagship openings including rebel, Lululemon, Arc’teryx and Ksubi
One of the most on-trend and talked about brands in the world has made its Australian debut, leveraging Vicinity’s capability to help launch first-to-market brands at its carefully curated portfolio of retail destinations.
Born in the Swiss Alps by three friends with a shared goal to revolutionise the sensation of running, On has now opened at Emporium Melbourne, bringing its unique and instantly recognisable high-performance apparel and footwear to Australians for the first time.
On has grown a strong community in Australia and will make its debut with its first Australian flagship in one of Emporium Melbourne’s highest exposure spaces with a prime centre entrance complemented by an external façade on Little Bourke Street.
Covering a space of almost 400 sqm, On’s new Emporium Melbourne chapter store is its 13th globally, joining cities including London, New York, Los Angeles, and Paris.
Looking for the best space to better connect with its ever-growing Australian fanbase, the Emporium Melbourne chapter builds on On’s first wholesale step into Australia where it was able to grow a community through household names and Vicinity portfolio staples, Rebel, David Jones, Hype DC, and Athletes Foot.
Vicinity’s Leasing Danielle Nohra said welcoming On to Emporium Melbourne was a coup for the centre and demonstrated its position as the House of Melbourne – the home of premium brands in the CBD.
“Vicinity’s expertise in working with global brands to help them enter the Australian market is built on data and insights that guide brands to open in right space at the right retail destination," said Ms Nohra.
“Our leasing and delivery teams have worked closely with On to deliver a concept that has flagship status and is consistent with their chapter stores globally. We can’t wait for customers to see the space.”
Considered a true disruptor in the traditional running industry, On’s focus on technological innovation has resulted in the brand experiencing early adoption from professional athletes with backing from Swiss tennis star, Roger Federer.
On is the latest flagship store to launch at Emporium Melbourne following the centre’s strategic refocus to deliver property excellence and curating a retail mix better aligned to its target customer. On joins recent flagship openings including rebel, Lululemon, Arc’teryx and Ksubi.
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