Roger Federer's Sneaker Brand CEO Swears By Physical Stores For Ultimate Brand Experience: 'Only Place Where You...'

In a recent interview, Martin Hoffmann, the co-CEO and CFO of Swiss footwear and sports apparel brand On Holding ONON, emphasized the importance of physical retail locations in enhancing the brand experience, CNBC reports.

Physical Stores Elevate Brand Experience

Hoffmann highlighted that physical stores offer customers the opportunity to explore the full range of products, thereby elevating the brand experience. He cited the positive impact of the brand’s London store on sales, including a significant uptick in e-commerce and increased apparel requests at nearby Harrod’s.

"Retail really is an important element now, it really elevates how you experience the brand. It's the only place in the physical world where you can actually see all the different models, the full apparel line," Hoffmann told CNBC's Jim Cramer.

Connecting with Local Communities

Backed by former World No.1 tennis player Roger Federer, On Holding’s recent store opening in Brooklyn’s Williamsburg neighborhood aims to connect with the local community, particularly growing families. The store hosts weekly run clubs, further fostering community engagement.

See Also: Jim Cramer Wants You To Keep An Eye On ‘World’s Fastest Growing’ Sneaker Brand Backed By Roger Federer

Competing with Giants

Despite competition from industry giants like Nike, Hoffmann remains confident in the brand’s unique product offerings. On Holding shoes have been worn by winners of several prestigious athletic competitions, including the Ironman World Championship and the Boston Marathon.

Appealing to All

On Holding aims to appeal not just to sporting champions, but to everyone. Hoffmann believes that performance and fashion shoes need not be in conflict and that good-looking shoes can inspire movement.

Future Expansion Plans

On Holding products are currently available in over 50 stores. While the company plans to continue expanding, Hoffmann stressed the importance of durable, long-term growth.

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Photo courtesy: On Holding