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In pictures: On Running takes over Selfridges Corner Shop with new pop-up

In pictures: On Running takes over Selfridges Corner Shop with new pop-up

The Selfridges Corner Shop is hosting its first pop-up of the year with Swiss sporting brand On.

The sporting specialist has taken over the ground floor space at the department store’s Oxford Street flagship with an minimal set featuring singer and On brand ambassador FKA Twigs’ The Body Is Art, Part II campaign, which is displayed on digital screens.

On general manager for EMEA Bianca Pestalozzi-Houchangnia said: “We’re excited to bring On’s spring and summer 2025 training range to life in such an iconic space.

“This pop-up creates a unique opportunity to connect with the Selfridges community and visitors from around the world, while showcasing our campaign in an inspiring environment.”

The pop-up will stock the train-T for men, the train 2-in-1 crop for women’s and the train shorts, alongside its popular Cloud x 4 and Cloudnova X footwear range.

The running specialist said its pop-up at Selfridges adds to its “growing presence in the UK” following its flagship store opening on Regent Street last February and a second store in Spitalfields, which launched in November.

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On, which started out as a running shoe brand, has been working to boost its clothing sales, which currently account for around 10% of overall sales.

Selfridges’ Corner Shop installation has hosted a number of brands since its launch, including Kim Kardashian’s Skims brand, Coach and Harry Styles’ Pleasing beauty brand

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