Oner Active Opens First Store in New York on $97.6M Half-Year Revenue

Oner Active opens its first physical store on Saturday at 0 Bond Street in New York, backing the move with $97.6 million in year-to-date gross revenue for the first half of 2026. The U.K.-based brand, built almost entirely online, has chosen its largest market — the United States — for its bricks-and-mortar debut.

The timing is deliberate. Last year the brand generated $31.8 million in gross revenue during Black Friday week alone, roughly a third of a full half-year's takings compressed into seven days. Opening a flagship days before that window is a channel decision as much as a branding exercise. Its SoftMotion collection, one of its bestselling lines, has already sold more than one million units this year.

Founder and creative director Krissy Cela called opening in New York a "natural next step." She said: "Moving into bricks-and-mortar retail was an important next step — not only to create the shared spaces — but also to reach new audiences and offer another way for our customers to experience the brand."

Who is building the retail operation?

Cela has hired retail operators rather than promoters of the community. Jonathan Goodman, formerly executive vice president at Ganni, serves as global retail director. Thomas Elliot, previously senior manager of architecture at Alexander McQueen, oversees architecture and store planning for the 4,700-square-foot NoHo unit.

Paris-based design studio Harmo developed the interiors with Cela. Goodman said the steel used throughout represents "strength in the brand's community" and nods to gym weights. The store also carries custom-built mannequins in three body types, a photobooth and a store scent created with Florence perfumer Sileno Cheloni.

"For our first space, we really wanted the store to be a physical manifestation of what Oner is — strong, soft, sexy and empowered," said Goodman. He described the fitting-room design logic in unusually operational terms: the distance between door, mirror and lighting is positioned so the shopper "immediately sees how amazing she looks" — and can take a mirror selfie anywhere in the store.

What does the store sell that the website does not?

An in-store-only lifestyle capsule, "NY Seen," exclusive to the flagship. It pairs SoftMotion fabric with new categories including heavyweight knits — a first test of apparel beyond performance wear in a controlled retail environment.

"We wanted to create an in-store exclusive capsule because every major city has its own distinct identity and New York deserved something created especially for it," said Cela.

Beyond activewear, and beyond New York

Cela positions the brand carefully against a saturated activewear field. "We don't want to limit ourselves to the gym, the track or a Pilates studio, but that doesn't mean we're moving away from our roots in strength and performance," she said, calling Oner a "movement brand."

The category expansion is already underway rather than promised. Oner released a Day to Night capsule with Lori Harvey earlier this year and recently launched a new hero product, Cargo 360. A Los Angeles store is slated to open next year, and Cela said the ambition is more destinations across the U.S. and U.K. over the next few years, with further exploration of the lifestyle opportunity in 2027.

One flagship, one capsule and one million SoftMotion units do not yet constitute a retail platform. But a $97.6 million half-year gives the brand room to test whether stores convert its online audience at a rate that justifies the Los Angeles unit already on the schedule.