Oner Active to Open First Store in NY as UK Sportswear Brands Bet on US

Why It Matters

The launch underscores growing confidence among UK activewear brands that the U.S. consumer base can sustain physical retail, reshaping the competitive landscape. It also signals a broader shift from pure e‑commerce to omnichannel strategies in the sector.

Key Takeaways

• Oner Active signs 10‑year lease at 0 Bond Street, NYC.
• First permanent store; brand previously sold only online, no UK shops.
• Founder Krissy Cela plans multiple US locations after New York launch.
• Expansion follows Gymshark’s US flagship stores and upcoming Miami gym.
• US market seen as growth engine for UK activewear brands.

Pulse Analysis

Oner Active’s decision to open a flagship on Manhattan’s iconic Bond Street reflects a strategic pivot from digital‑only sales to a tangible retail experience. By anchoring its first store in New York—America’s fashion and fitness hub—the brand aims to deepen customer engagement, showcase its women‑centric designs, and gather real‑world feedback that online analytics can’t capture. The 10‑year lease signals a long‑term commitment, suggesting Oner plans to use the store as a regional hub for community events like its Oner Walk Club, which already has a presence in Manchester and London.

The move is part of a larger migration of UK‑based activewear companies into the United States, a market valued at over $150 billion in sports apparel alone. Gymshark’s rapid rollout of flagship stores in New York and Long Island, followed by a public gym in Miami, illustrates how British brands are leveraging the U.S. consumer’s appetite for athleisure and experiential retail. These firms are selecting high‑visibility locations that double as brand showcases and community gathering points, a formula that resonates with millennials and Gen Z shoppers who prioritize authenticity and lifestyle alignment.

For the industry, Oner’s entry amplifies competitive pressure on established U.S. players while encouraging a hybrid retail model that blends e‑commerce efficiency with in‑store immersion. Supply chains will need to adapt to faster, localized fulfillment, and marketing teams must craft narratives that translate across continents. If Oner’s rollout proves successful, it could accelerate a cascade of similar expansions, prompting investors to view UK activewear as a fertile source of growth‑stage opportunities in the global fitness market.