Footwear Brand On Opens Official Lazada Store
Independent sellers on LazMall in the Philippines and Thailand now face a brand-run flagship competing for the same running shoe shoppers.
Updated on Nov. 2, 2026 in Retail
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Swiss performance footwear brand On has launched an official flagship store exclusively on Lazada's LazMall platform in the Philippines and Thailand. The store opened with a curated range of running and training footwear and accessories, and Lazada is the first marketplace platform in Southeast Asia to host an official On flagship.
Why it matters
For retail operators, the move shows a global footwear brand choosing a regional marketplace as its direct storefront rather than relying solely on third-party resellers. It signals that brands are treating Southeast Asian marketplaces as primary channels for premium product, which raises the bar for sellers competing on brand presence and assortment curation.
The flagship launched on two markets, the Philippines and Thailand, with the first assortment covering the Cloudmonster, Cloudrunner and Cloudsurfer running franchises. No sales or pricing figures were disclosed for the launch.
The players
Lazada
Southeast Asian eCommerce marketplace operating the LazMall platform across multiple countries, including the Philippines and Thailand.
On
Swiss-engineered performance footwear brand known for its running shoes, including the Cloudmonster, Cloudrunner and Cloudsurfer franchises.
Carlos Barrera
CEO of Lazada Philippines, leading the marketplace's operations in that market.
Rebecca Cai
Chief Global Markets Officer at On, overseeing the brand's international market expansion.
The details
On's flagship operates as a brand-controlled storefront inside Lazada's LazMall, meaning the brand presents its own curated catalog rather than relying on independent sellers. The launch assortment focuses on essential running and training footwear and accessories. The company says the range will widen through 2027 to include more of its performance and everyday footwear innovations.
Timeline
On launched the flagship store on November 2, 2026.
The assortment is planned to expand throughout 2027.
Market Landscape
Lazada's LazMall has now hosted an official On flagship, which places a Swiss performance brand alongside the marketplace's broader seller base in the Philippines and Thailand. The move follows a pattern in which global brands seek direct control over presentation and assortment inside large regional marketplaces.
Retail operators competing in Southeast Asian marketplaces should note that global brands are establishing official storefronts that compete directly for the same shoppers. Sellers may want to review how their assortment and brand presence compare against brand-run flagships on platforms they use.
The takeaway
Brands moving into official marketplace flagships will raise competitive pressure on independent sellers who carry the same product lines. Operators should track which brands expand their LazMall assortments through 2027 and consider how brand-controlled storefronts change their own pricing and positioning.
Further reading
For broader context on how brands are reshaping their selling channels, explore more in Retail.
Source note: This article includes information reported by Upgrade Magazine.
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