The specialty retailer said Tuesday it was appointed On’s wholesale and retail distributor in the Philippines, giving SSI control over the brand’s physical stores as well as distribution to other retailers.
The deal adds another global name to SSI’s premium portfolio as demand for performance footwear increasingly crosses into everyday fashion and lifestyle.
First standalone stores
SSI did not disclose how many On stores it plans to open, their locations or the investment required, saying details on openings and product availability would be announced in the coming months.
The company will also manage On’s wholesale business through a network of third-party retailers, giving the brand a broader route to consumers beyond its planned standalone stores.
“We are excited to welcome On to the SSI Group, and to partner with On as it embarks on its next phase of growth in the Philippines,” SSI president and CEO Anthony T. Huang said in a statement on Wednesday.
From running to lifestyle
Founded in Switzerland in 2010, On built its name around running shoes featuring its proprietary CloudTec cushioning technology and has since expanded into training, outdoor, tennis and lifestyle products.
The brand has grown beyond serious runners to attract consumers looking for performance footwear that can double as everyday wear, putting it in a segment occupied by established global sportswear brands.
—Edited by Miguel R. Camus
