Sportswear brand On branches out of London with Liverpool ONE pop-up

Grosvenor has announced that On, the innovative Swiss sportswear brand, has launched its first-ever pop-up shop outside of London, joining Liverpool ONE’s line-up of 170 stores.

On has recently garnered popularity thanks to the brand's simplistic, yet effective idea to create shoes that offer a cushioned landing but firm take-off for optimal support when running. Already available at Harrods, Net-A-Porter, MatchesFashion and more, the company is heading up North to Liverpool.

The pop-up dubbed ‘The Monster Den’ – taking its name from On’s Cloudmonster shoe - is open now until 4 June. The 4,000 sq ft space is located on Lower South John Street, spotlighting the latest On range. It will also host an extensive programme of events centered around community and running.

Rob Deacon, Senior Asset Manager at Grosvenor, commented: "We are so proud to have welcomed On for its first-ever pop-up outside of London. As a brand, On aligns with, and speaks to, Liverpool ONE and our visitors perfectly, sporting not only a reputation for innovation but a keen dedication to engage with the community. It has been great to see Liverpool ONE’s visitors enthusiastically welcome the pop-up already, and we feel confident that this success will continue over the next few weeks."

Created with On fans in mind, The Monster Den allows "the community to come together to discover, shop and engage with the brand". On will run a series of events at the pop-up in collaboration with local running clubs and groups including 2-Step Collective, Dockside Runners and Laces Out Studio. These events consist of group runs, movement classes, coffee clubs, and live DJ performances featuring talent from Svara Radio.

Lauren Wilks, Marketing Lead for On UK & Ireland, said: "It is so exciting for The Monster Den to have launched at Liverpool ONE this weekend, and we can’t wait to connect with the Liverpool community, where we have such an enthusiastic fanbase.

"Imagined as a concept store meets community hub, ‘The Monster Den’ is designed to be a unique, playful space, and together with Liverpool ONE, we’re delighted to have been able to bring this to life."

This news comes on the eve of the Eurovision Song Contest, which is being held in Liverpool. Liverpool ONE is anticipating an increase in footfall and has announced plans to celebrate the occasion.

The retail and leisure destination has announced a number of celebratory initiatives around music, art and community. In addition, the tourist information centre at Liverpool ONE will become the central hub for all things Eurovision, including information about the whole city region.