The landscape of direct-to-consumer (DTC) activewear is undergoing a profound transformation as Oner Active, the fitness apparel powerhouse founded by Krissy Cela, prepares to transition from a digital-native brand to a global physical retailer. On 7 November, the company will officially inaugurate its inaugural brick-and-mortar flagship store in the NoHo district of New York City. This 4,700-square-foot retail space on Bond Street represents more than just a store opening; it serves as the cornerstone of a comprehensive, multi-year strategy to solidify the brand’s footprint across North America and the United Kingdom. Following the New York launch, the brand has confirmed plans for a second major US location in Los Angeles, scheduled to open in 2027, with additional sites currently being scouted across the UK.
The Evolution from Digital-Native to Omnichannel Retailer
Launched in 2020, Oner Active quickly ascended the ranks of the competitive athleisure market by leveraging social media influence and high-performance fabric technology. Under the leadership of Krissy Cela, the brand built a cult following through a digital-first approach, prioritizing community engagement and social commerce. However, the move into physical retail marks a strategic pivot. By establishing a permanent presence in high-traffic, fashion-forward urban hubs, Oner Active is attempting to bridge the gap between its online community and tangible consumer interaction.
The transition is supported by a series of high-profile leadership appointments. In November 2025, the company brought on Thomas Elliott, the former senior manager for architecture at Alexander McQueen, to serve as head of architecture and store planning. His expertise in luxury retail design is clearly reflected in the New York flagship, which is designed to embody the brand’s core pillars: strength, softness, sexiness, and empowerment. Furthermore, in January 2026, the brand appointed Jonathan Goodman—formerly the executive vice president at Ganni—as its retail director. Goodman’s background in scaling premium fashion brands is widely viewed by industry analysts as a critical component in ensuring that Oner Active’s expansion remains sustainable and brand-aligned.
Architectural Innovation and Customer Experience
The NoHo flagship is engineered to be an experiential destination rather than a traditional point of sale. Every element of the store has been curated to reinforce the brand identity while catering to the modern, social-media-savvy consumer. Key design features include custom-built mannequins that represent a diverse spectrum of body types, moving away from the industry-standard "sample size" aesthetic to better resonate with the brand’s inclusive community.
Perhaps most indicative of the brand’s commitment to the modern shopping experience is the deliberate design of the changing rooms. Recognizing that social media presence is a primary driver of customer acquisition, the store features lighting and mirror configurations specifically calibrated to facilitate "mirror-selfie" content creation. This integration of digital engagement into physical architecture is a growing trend among successful DTC brands aiming to leverage their customers as brand ambassadors.
In a move to engage the senses, Oner Active has commissioned an exclusive, signature store scent developed by the internationally acclaimed perfumer Sileno Cheloni, based in Florence, Italy. This olfactory branding strategy is intended to create an immediate, immersive connection for visitors, distinguishing the physical store experience from the brand’s digital storefront.
Product Strategy and Exclusive Offerings
At the heart of the New York flagship is a comprehensive inventory of Oner Active’s most successful lines, including the SoftMotion range, the body-contouring EnhanceLift collection, and the lightweight, performance-focused AirMove fabric line. To celebrate the grand opening, the store will debut "NY Seen," an exclusive, in-store-only lifestyle capsule. This collection is designed as a tribute to New York City, underscoring the brand’s strategy of using physical locations to offer localized, limited-edition products that cannot be purchased online. This "scarcity-based" marketing approach is expected to drive high foot traffic during the initial launch phase and incentivize repeat visits from the brand’s local fan base.
Financial Performance and Market Context
The move toward physical retail arrives on the heels of significant financial success for Oner Active. In the first half of 2026, the company reported a "record" 94% surge in gross revenue year-on-year, reaching approximately €114 million (£83.9 million). This trajectory places Oner Active among the fastest-growing entities in the athletic apparel sector.
Industry analysts suggest that the brand’s decision to move into bricks-and-mortar retail at this stage is a prudent hedge against the rising costs of customer acquisition in the digital space. With saturation in social media advertising and shifting privacy regulations impacting digital marketing efficacy, physical stores provide a stable environment for brand building and customer retention. By owning the retail environment, Oner Active gains greater control over the presentation of its products, the ability to collect first-party data through in-store interactions, and a platform for hosting community-led fitness events.
Leadership Vision and Future Outlook
Krissy Cela has consistently emphasized that the expansion is about community as much as it is about commerce. "I’m so excited to continue opening Oner stores across the US and UK, creating truly community-first spaces as we go," Cela stated. The focus on "community-first spaces" suggests that the New York store will likely serve as a hub for workshops, athlete appearances, and fitness-oriented gatherings, fostering the same sense of belonging that the brand has cultivated on platforms like Instagram and TikTok.
Reflecting on the choice of New York for the brand’s first-ever physical store, Cela added: "New York has always felt like a city that represents everything we stand for at Oner—inspiring, strong and a relentless drive to be the best version of yourself. Being able to create a physical space where people can experience Oner in person, connect with one another, and be part of what we’re building is incredibly special."
Strategic Implications for the Athleisure Sector
The expansion of Oner Active into New York and eventually the UK represents a broader shift in the retail landscape where the distinction between "online" and "offline" continues to blur. Other brands, such as Gymshark and Alo Yoga, have demonstrated that a successful physical presence can significantly elevate brand equity and lifetime customer value.
For Oner Active, the success of the NoHo store will likely serve as a blueprint for its future expansion. By securing top-tier talent like Goodman and Elliott, the company has signaled that it is operating with the discipline of a mature global retailer. The coming months will be a critical test of whether the brand’s digital-native community will convert into physical foot traffic at the scale required to justify the overhead of high-street rent.
Should the model prove successful, it is expected that the brand will accelerate its UK rollout, potentially targeting major retail hubs in London, Manchester, and Birmingham. As the brand continues to scale, its ability to maintain its "strong, soft, sexy and empowered" identity while managing the complexities of a multi-country supply chain and retail operation will be the defining factor of its long-term success.
The opening on 7 November marks the beginning of a new chapter for the company. With a robust financial base, a clear design philosophy, and a leadership team seasoned in luxury and retail operations, Oner Active is well-positioned to navigate the transition into an omnichannel giant. As the brand prepares to welcome its first customers through the doors in NoHo, the industry will be watching closely to see how effectively this digital titan adapts to the demands of the physical world.
