Oner Active Will Open First Retail Store in New York
The previously online-only retailer moves into brick-and-mortar storefronts to capture local market share.
Updated on Oct. 13, 2026 in Retail
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Oner Active will open its first physical store on 7 November 2026 in New York City. The 4,700-square-foot location marks a strategic shift for the fitness brand, which has operated exclusively as an online business since its 2020 launch.
Why it matters
The move signals a broader transition toward physical retail footprints as the brand leverages its significant recent growth to engage customers directly. The strategy aims to bridge the gap between digital community-building and in-person consumer experiences.
The company reported gross revenue of €114 million (£83.9 million) for the first half of 2026, a 94% year-on-year surge. The upcoming New York storefront on Bond Street will span 4,700 square feet.
The players
Oner Active
An e-commerce fitness apparel brand that has transitioned into physical retail.
Jonathan Goodman
The retail director who joined the company in January 2026 to oversee expansion.
Thomas Elliott
The head of architecture and store planning who joined in November 2025.
The details
The 4,700-square-foot retail space features custom-built mannequins designed to represent three different body types. The store also includes changing rooms configured with precise distances between mirrors, doors, and lighting specifically calibrated for social media content creation.
Timeline
7 November 2026: The first physical store opens in New York City.
2027: Planned opening for a second store in Los Angeles.
Market Landscape
This opening follows the established industry trend of digital-native brands seeking physical touchpoints to deepen brand loyalty. It mirrors the strategic maturation of DTC companies as they diversify beyond online-only channels.
Operators should monitor how this footprint expansion impacts the brand's ability to drive customer engagement compared to digital-only peers. The store's design choices highlight an increasing focus on providing content-ready environments to stimulate organic social media marketing.
The takeaway
Direct-to-consumer operators should track whether Oner Active's integration of social-media-focused store design translates into higher conversion rates. Evaluate whether your own physical space provides unique, shareable experiences that cannot be replicated in a digital storefront.
What happens next
Oner Active is scheduled to expand its physical footprint with a second store opening in Los Angeles in 2027.
Further reading
For more on the changing storefront landscape, visit the Retail section.
Source note: This article includes information reported by Drapers.
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