Oner Active, the London-headquartered activewear label that built its following entirely online, is opening its first physical store on November 7 at 0 Bond Street in NoHo. The 4,700-square-foot flagship sits near the Gymshark storefront on the same strip, marking the brand's first step from e-commerce into brick-and-mortar retail.
The store will carry three of the brand's signature fabric lines — SoftMotion, EnhanceLift body-contouring apparel, and AirMove lightweight performance pieces — alongside new launches and limited-edition drops, according to SGB Media. Oner is also debuting NY Seen, an in-store-only lifestyle capsule designed as a tribute to New York City, exclusively for the flagship. Shoppers can expect a bespoke photo booth inside the space, and products will be displayed on custom-built mannequins representing three different body types.
Krissy Cela, the brand's founder and creative director, said opening the first Oner store in New York is exciting and that the company hopes to create physical spaces for its community, per the same report. She added that Oner plans to keep opening community-first stores across the US and UK, with a second location already planned for Los Angeles in 2027.
A Long Search Before Signing the Lease
Cela spent nearly a year viewing and rejecting alternative Manhattan storefronts before signing a 10-year lease for the Bond Street space in May, according to Gymfluencers. Cela said demolition and renovation work would start four weeks after her announcement, according to Retail Week. Before committing to a permanent location, the brand tested demand in the city with a two-day showroom pop-up in May 2026 held alongside local Walk Club events, a strategy noted by the same outlet.
The United States is Oner Active's largest market worldwide, accounting for roughly 45 percent of total sales compared to 19 to 20 percent in the United Kingdom, according to City A.M. That imbalance helps explain why the London-headquartered company chose Manhattan for its first permanent global storefront rather than expanding further at home.
Rapid Growth Behind the Retail Push
Oner Active operated exclusively online before this expansion, and its financials show why the brand is ready to bet on physical retail. The company generated $191 million in revenue in 2025 and projects $280 million for 2026, driven by strong direct-to-consumer demand and international growth, according to Entrepreneur. The brand's creator affiliate and ambassador network is expected to generate approximately $52 million in sales in 2026 alone, an engine fueled by an application process that draws more than 30,000 hopefuls annually, per Glossy.
That built-in community has already shown it can drive serious sales volume. The brand recorded more than $5 million in sales within six days during the November 2024 launch of its SoftMotion fabric collection, a record for its most successful product drop at the time, according to the Retail Bulletin. Jessica Higgs is Oner's chief financial officer, after overseeing company finances since 2022, a period during which the business reached a £138.88 million valuation in 2025, per the Retail Gazette.
Founder's Path From Refugee to Retail Expansion
Cela arrived in the UK as a five-year-old refugee from Albania and went on to complete a law degree before co-founding Oner Active in 2020, alongside launching the fitness app EvolveYou, which recorded £7.4 million in sales in 2024. Oner Active itself was co-founded in London that year by Cela along with Thomas Mark and Austrian entrepreneurs David Kurzmann and Lukas Kurzmann, the latter also a co-founder of activewear brand Women's Best, according to the Retail Bulletin.
The Bond Street flagship lands amid a broader shift of direct-to-consumer workout labels into physical retail in major cities. SGB Media notes the location places Oner Active alongside Gymshark's Bond Street flagship and On Running's store on Lafayette Street, reflecting this wider trend.
