// Sportswear retailer On has opened on 169 to 173 Regent Street
// The store features a robotic leg that shows how shoes perform in real life
Sportswear brand On opened the door to its first UK store on London’s Regent Street on Friday and when Retail Gazette visited it was packed with shoppers.
The fast-growing brand lets in-store technology showcase its high performance sportswear and trainers, with both a robot leg and wind simulator on the shop floor.
On was founded by professional runner and Ironman champion Olivier Bernhard with friends Caspar Coppetti and David Allemann in 2010 and the performance of its products are of utmost importance.
On’s patented CloudTec technology is engineered to deliver a soft landing followed by an explosive take-off.
The robot leg tries on some of On’s core footwear lines and makes the exact movements of an athlete to demonstrate how the shoe performs.
QR codes are also found next to products for shoppers to easily access the product’s technical specifications.
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Other technology includes a wind simulator that shows how its windproof, water resistant jackets perform under the elements and more robotic arms that show how the shoes soles and cushioning work.
The three-storey store, which includes a floor dedicated to ‘community’ with a dedicated bar, makes use of floor-to-ceiling shelving that not only displays product, but can be pulled out to reveal storage where multiple sizes of each shoe are housed.
On also has a display promoting its Cylon subscription model, where shoppers pay £25 per month to receive the retailer’s 100% recyclable Cloudneo shoe, which is made from castor beans and castor oil.
They can return their used pair after a minimum of six months are receive a replacement.
Shoppers can also have their running style analysed via cameras fitted in the store’s ceiling. Store staff can use the footage to identify which shoes would best fit their gait.
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