Despite ongoing conflict in the Middle East, On is betting on the United Arab Emirates with its newest store location.
Located on the ground floor of the Mall of the Emirates in Dubai, the 2,852-square-foot store offers the Swiss sportswear brand’s full product portfolio including high-performance running shoes as well as technical apparel and accessories for running, outdoor, training, tennis and all-day use.
Bianca Pestalozzi-Houchangnia, general manager of EMEA (Europe, the Middle East, and Africa) at On, said in a statement that Dubai’s unique energy and its residents’ passion for sports and wellbeing “align perfectly” with the company’s mission.
“We have already seen incredible momentum from our local run clubs, which regularly attract more than 100 participants,” Pestalozzi-Houchangnia noted. “This store is not just a retail space; it is a physical home for this energetic community to connect, move, and explore the full breadth of On’s collection together.”
On’s new Dubai store is the company’s third location in the Gulf Cooperation Council (GCC) region, following the opening of its Riyadh store in October and Kuwait store in February.
On’s store inside the Mall of the Emirates in Dubai.
Courtesy of On
On noted that it plans to add another nine retail locations across the GCC over the next two years. Since 2024, On has partnered with Mizzen, part of the Seddiqi Holding group, as its representative across the GCC and Jordan.
This opening comes after the company reported that net sales in the EMEA region in the first quarter of fiscal 2026 increased by 22.8 percent to 207.1 million Swiss francs, up from 168.6 million Swiss francs in the same time the prior year.
Earlier this month, On announced that is splitting its commercial leadership into two distinct roles this fall. The first new role is Rebecca Cai, currently general manager of Asia-Pacific, who has been promoted to chief global markets officer, effective Sept. 1.
In her new role, Cai will lead On’s markets across the APAC; EMEA; and Americas regions, along with the global commercial teams. Cai will continue to lead the APAC team until a successor is identified, before relocating to Zurich next year, the company said.
On’s store inside the Mall of the Emirates in Dubai.
Courtesy of On
In addition to Cai’s promotion, Alice Delahunt will join On as chief customer officer, effective Sept. 7. Based in New York, Delahunt will oversee On’s direct-to-consumer channels, spanning both digital and retail, as well as the brand’s focus on customer loyalty.
The new commercial leadership structure follows the revealed departure of Britt Olsen, who currently serves as chief commercial officer at On. Olsen, who has been with On for nearly 12 years, will leave the company by the end of September, following a one-year transition period.
On’s store inside the Mall of the Emirates in Dubai.
Courtesy of On