Efter at have opbygget en betydelig tilstedeværelse online gør det britiske mærke Oner Active sit første indtog i detailhandelen i New York.
Åbningen af sin første flagshipbutik på 0 Bond Street på lørdag, sagde Oners grundlægger og kreative direktør Krissy Cela i et eksklusivt interview, at åbningen i New York var et “naturligt næste skridt” for mærkets første åbningsproces, idet USA er det største kundesegment.
“Moving into bricks-and-mortar retail was an important next step — not only to create the shared spaces — but also to reach new audiences and offer another way for our customers to experience the brand,” said Cela. “There’s something really valuable about being able to walk into a store, feel the fabrics and see how different pieces look and feel on you.”
Det New York-flagship følger Oner, der har rapporteret om et succesfuldt første halvår 2026 — med en år-til-dato bruttoomsætning på 97,6 millioner dollars. Og åbningsaktigheden lige før Black Friday var bemærkelsesværdig, da mærket sagde, at det forventer betydelige indtægter fra tilbudsshopping; i fjor så mærket en bruttoomsætning på 31,8 millioner dollars i Black Friday-ugen. Virksomheden delte også, at SoftMotion har været en af deres mest sælgende kollektioner hidtil, med mere end en million enheder af deres produkter solgt i år indtil nu.
Som veltøjets konkurrenceprægede marked i aktivtøj sagde Cela, at hun ser Oner som et “bevægebrand” snarere end blot aktivtøj.
“Vi ønsker ikke at begrænse os til fitnesscenteret, løbebanen eller et pilatesstudie, men det betyder ikke, at vi bevæger os væk fra vores rødder i styrke og ydeevne. Men det handler om at skabe produkter, der performer i fitnesscentret og arbejder lige så hårdt for kvinder i alle andre dele af deres liv.”
Til NoHo-retail-butikken på 4.700 kvadratfod gav Cela analytikere og branchefolk fri adgang til at realisere sin vision. Gannis tidligere executive vice president Jonathan Goodman fungerer som mærkets globale detaildirektør og Alexander McQueens tidligere seniorchef for arkitektur, Thomas Elliot, blev udpeget til at føre tilsyn med arkitektur og butiksplanlægning.
“For our first space, we really wanted the store to be a physical manifestation of what Oner is — strong, soft, sexy and empowered,” said Goodman.
Paris-based design studio Harmo worked with Cela to develop the concept for the unit’s interiors. Goodman explained that the use of steel throughout the store was to represent “strength in the brand’s community” and as a nod to weights in the gym.
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“The company also created custom-built mannequins in three different body types, a photobooth and a store scent with perfumer Sileno Cheloni in Florence — all to ensure a memorable shopping experience.”
“We spent a long time making sure this store is the ultimate destination for women who want to feel empowered,” he continued. “We know the fitting room stage of a consumer’s shopping journey is so important, so how do we make that experience as perfect as possible? We’ve positioned the distance between the door, the mirror and the lighting in a way that when she checks the mirror, she immediately sees how amazing she looks. Solo shoppers take photos to send friends for a second opinion — the Oner shopper can take the perfect mirror selfie throughout the store. The experience is in the details of this space.”
Som eksklusiv til mærkets første fysiske butik, udgiver Oner en begrænset, butiks-only livsstils-kapselkollektion “NY Seen.” Kollektionen inkluderer Oners SoftMotion-stof sammen med nye tilføjelser som tunge strikvarer.
“We wanted to create an in-store exclusive capsule because every major city has its own distinct identity and New York deserved something created especially for it,” said Cela. “It wasn’t just the way New Yorkers dress that inspired our design team, but the city’s wider landscape and energy. We wanted to create something that celebrated our arrival while feeling relevant to the women who live here.”
Looking ahead, Oner’s Los Angeles location is slated to open next year and the brand is taking on a new direction as it looks beyond the traditional activewear space.
“Retail is the continued growth step for Oner. Our ambition is to open more destinations over the next few years both in the U.S. and U.K. As we’ve grown and evolved, we’ve seen Oner become part of so many more aspects of our customers’ lives than just movement. We’ve already started exploring what that looks like with our Day to Night capsule with Lori Harvey earlier this year and the recent launch of our new hero product, Cargo 360. There’s a real opportunity for Oner to become part of our customers’ lives in even more ways — and that’s something we’re excited to explore in 2027,” concluded Cela.
