EXEC: UK Activewear Brand Oner Active to Open NYC Store

Why It Matters

Opening a physical store in Manhattan gives Oner Active direct access to the lucrative U.S. fitness apparel market and validates its brand for further international expansion.

Key Takeaways

• Oner Active signs 10‑year lease for Manhattan flagship
• Store located at 0 Bond Street, Noho, near Gymshark flagship
• First global brick‑and‑mortar location for UK‑based brand
• Founder Krissy Cela plans additional US stores after opening

Pulse Analysis

Oner Active, the London‑based activewear label founded in 2020 by fitness influencer Krissy Cela and nutrition‑brand veteran Lukas Kurzmann, has built a reputation for performance‑driven apparel that appeals to strength‑training enthusiasts. Leveraging a strong Instagram following and a community‑first marketing approach, the brand has expanded its e‑commerce footprint across Europe and Asia, but has so far relied on pop‑up events rather than permanent storefronts. The decision to anchor its first brick‑and‑mortar shop in New York marks a strategic shift from digital‑only sales to experiential retail.

The chosen site—0 Bond Street in Manhattan’s Noho district—places Oner Active alongside high‑visibility competitors such as Gymshark’s flagship and the On brand’s Lafayette Street location. The 10‑year lease signals confidence in the long‑term value of a physical presence in a market where consumers increasingly seek tactile product experiences and brand storytelling. By situating the store in a pedestrian‑heavy corridor, Oner can tap into both local fitness communities and the tourist foot traffic that defines Lower Manhattan’s retail ecosystem, potentially driving incremental online sales.

Analysts view the NYC opening as a springboard for broader U.S. expansion, with plans for additional stores in fitness hubs like Los Angeles and Miami. The move also aligns with a broader trend of UK activewear brands courting American consumers, who spend roughly $30 billion annually on performance apparel. If Oner can translate its social‑media engagement into repeat in‑store purchases, the brand could secure a foothold in a highly competitive segment and attract partnership opportunities with gyms and wellness studios.