Oner Active enters physical retail with New York flagship

Oner Active is opening its first physical store, a 5,000-square-foot flagship on Manhattan’s Bond Street, according to Glossy. The U.K.-origin activewear brand chose New York, its largest market, for its retail debut, with the public opening scheduled for November 7.

Founded by Krissy Cela in 2020, Oner projects revenue of over $250 million this year with zero outside funding. The business has operated entirely through direct-to-consumer sales, without wholesale accounts. Ahead of the opening, more than 5,000 people had registered to attend in the first 24 hours.

The store combines shopping with community events and individual styling appointments. Its design includes a custom tequila-scented fragrance and mirrors with logos positioned to appear in customers’ social-media photographs. Cela said these details reflect Oner’s social-first business. A Los Angeles store is planned for later this year, but she said the first two stores must prove the concept and pay for themselves before further expansion.

Why it matters For fashion businesses, Oner’s opening marks a move from online-only direct sales into company-operated retail rather than wholesale. Its rollout links community engagement and in-store services to a financial test: whether the initial stores can cover their costs before the brand adds more locations.