Shopping center, market, or pedestrian zone: anyone who wants to shop in Vienna has plenty of choice. Among the shopping streets, Neubaugasse in the 7th district has so far been characterized mainly by small boutiques and specialty stores rather than large, well-known brands. That is set to change this summer, as the Swiss brand On plans to open its first Austrian store here.
On course for growth
The Swiss brand On was founded in Zurich in 2010 and specializes in the production and distribution of running shoes. The striking sole features a special cushioning system that the manufacturer has patented . The first expansion took place in 2013 in the USA, and since then On has been conquering the whole world with its shoes.
The products are now available in over 50 countries, including Austria. Until now, they have only been sold in other sports or shoe stores, but that is set to change this year. As part of its expansion in the DACH market , On is planning its first dedicated store in Vienna.
First On store in Austria
An exact date is not yet known, but according to a spokeswoman for On, the manufacturer is targeting July 2026. The store is then set to celebrate its opening at Neubaugasse 20 in the 7th district. Until December 2025, this was the home of the falafel shop Maschu Maschu, which closed its doors for good after 23 years. Back in the 1990s, you could visit the restaurant at Rabensteig 8. At that time, falafel was still unknown in Vienna, but today it is a popular street food. Nevertheless, Maschu Maschu was unable to hold its own and made way for someone new.
That someone will be the On store, which will provide you with everything your runner’s heart desires. Here you can stock up not only on the patented shoes, but also on sportswear and running accessories. Whether leggings, jackets, or shirts, vests, or sports bags, you’ll find everything you need for your training here. So if a marathon or race is on your bucket list, you know where to go to get kitted out.
đź“Ť Location: On Store, Neubaugasse 7
đź“… Opening: July 2026
