Lazada Lands On: Swiss Sportswear Brand Opens Flagships in Two Markets

Lazada has opened official On flagship stores in the Philippines and Thailand, making it the first marketplace platform in Southeast Asia to host an official store for the Swiss sportswear brand.

The stores live on LazMall, Lazada's brand-focused mall channel. They give shoppers in both markets direct access to On's performance and lifestyle footwear, sold through the brand's own official storefront rather than through resellers or gray-market listings.

What can shoppers actually buy at launch?

The initial assortment centers on On's running franchises. That means:

• Cloudmonster — On's max-cushion road running shoe
• Cloudrunner — a stability-oriented trainer
• Cloudsurfer — the brand's speed-focused model

Alongside those three franchises, the stores carry other training and lifestyle models from the Swiss brand's catalog.

Lazada says the range won't stay this narrow. The assortment will expand throughout next year, with additional performance and everyday footwear products set to join the lineup.

Why does the 'first official store' label matter?

For a marketplace, landing a brand's official flagship is a signal. It tells shoppers the products are authentic and it tells other global brands that the platform can support direct-to-consumer operations in the region.

Lazada framed the deal in exactly those terms.

"The partnership reinforces LazMall's position as a destination for sought-after global brands, giving consumers access to authentic products through official brand stores while enabling international brands to connect with more customers across Southeast Asia," the company said in a statement.

That quote carries the whole strategy in one line. LazMall wants to be the place where international brands enter Southeast Asia — and where consumers know they're buying genuine product, not knockoffs.

How does this fit On's broader push?

The Lazada launch is not On's first move in the region. It follows a partnership with SSI Group announced last month to enter the Philippine market.

Under that agreement, SSI Group will open the country's first dedicated On stores. The retailer will also oversee wholesale distribution for the brand through its third-party distribution network.

So On is now working both channels in the Philippines at once: physical retail and wholesale through SSI Group, and e-commerce through LazMall.

What does this change for brands watching Southeast Asia?

The takeaway is sequencing. On didn't pick one route into the market — it stacked a physical retail partner on top of a marketplace flagship within roughly a month. For global sportswear and lifestyle brands weighing Southeast Asian entry, the Lazada deal shows a regional marketplace flagship can complement, not replace, a local retail distribution partner.

Expect the product range on LazMall to widen over the coming year, and expect Lazada to use the On partnership as proof it can win — and host — premium global brands in the region.