The global retail expansion of On sees an accelerated pace across the planet. After opening up shop in Riyadh last October, the Swiss cult sneaker and sportswear brand plants another flag in the Middle East, and this time in Kuwait. Here, On has secured a lofty, 440 sqm. (4,736 sq.ft.) ground floor unit at The Avenues, the city’s leading shopping centre. Nestled in the Electra section of this popular shopping destination, the On store rubs shoulders with the outposts of other leading names in sports and athleisure, such as Allbirds, Intersport, Lulumenon, OYSHO and Footlocker. Similar to the brand’s other retail spaces, the premises see an infusion of shiny metal, captured by shelving units, wall panels, clothing displays, and display tables.

The expansive ceiling is adorned with a configuration of large, suspended light fixtures which add a strong visual dynamic to the store. Modular seating units, dipped in a gradation of white and orange hues, add a pop of colour to the austere settings. The new On store carries the full range of men’s and women’s shoes, apparel and accessories. And that’s not all. The store will host regular in-store movement sessions, organise runs across the city, and also stage collaborations with local run clubs and fitness partners. Since 2024, the Zurich-based company has partnered with Mizzen, the luxury fashion and lifestyle subsidiary of Dubai-based conglomerate Seddiqi Holding, plans to add a total of nine locations across the GCC over the next two years. © superfuture