What's Happening?
Oner Active, the activewear brand founded by fitness influencer Krissy Cela, has opened its first global flagship store in Manhattan, New York. The 5,000-square-foot store on Bond Street features a unique tequila-scented custom fragrance, a 'boyfriend
couch,' and strategically placed mirrors for social media selfies. Cela, who transitioned from a fitness trainer to an influencer before launching Oner Active in 2020, aims to differentiate the brand from competitors. The company is projecting over $250 million in revenue this year without any external funding. New York is Oner Active's largest market, indicating the strategic importance of this physical retail expansion. The grand opening on November 7th saw over 5,000 people sign up to attend within the first 24 hours, highlighting significant consumer demand. The store will also serve as a community hub, offering exclusive events and one-on-one 'fit check' sessions with stylists.
Why It's Important?
The opening of Oner Active's flagship store in New York City signifies a growing trend of digitally native brands expanding into physical retail spaces, particularly in key U.S. markets. This move allows Oner Active to deepen its connection with its substantial online community—Cela has 3 million Instagram followers, and the brand has 1.7 million followers and 1,100 creators in its influencer network. Establishing a physical presence in its largest market can enhance brand visibility, customer loyalty, and provide a tangible experience for consumers who are increasingly seeking in-person interactions with brands. The projected $250 million revenue without outside funding demonstrates the power of influencer-led businesses and direct-to-consumer models in the competitive activewear market. This expansion also indicates the brand's confidence in the U.S. retail landscape and its strategy to build a robust omnichannel presence.
What's Next?
Following the New York City flagship, Oner Active plans to open another physical store in Los Angeles later this year, with more locations anticipated in the future. This measured retail rollout strategy aims to prove the concept and ensure profitability for the initial stores before further expansion. The brand, which has historically operated entirely on a direct-to-consumer (DTC) model without wholesale accounts, views physical retail as its next significant growth channel. Oner Active will continue to leverage its strong social media presence and influencer network to drive engagement and traffic to its new physical locations. The success of these initial stores will likely dictate the pace and scale of future retail investments, potentially influencing other DTC brands considering similar brick-and-mortar expansions.
Beyond the Headlines
Oner Active's approach to retail, characterized by a unique in-store experience and a strong emphasis on community engagement, reflects a broader evolution in consumer retail. The brand's decision to infuse its store with a tequila scent and design it for social media interaction highlights the integration of lifestyle and digital culture into physical spaces. This strategy moves beyond traditional retail by creating an immersive environment that encourages content creation and sharing, effectively turning customers into brand advocates. The success of Oner Active, built from an influencer's platform, also underscores the shifting dynamics of entrepreneurship and brand building in the digital age, where personal branding and direct audience connection can rapidly scale a business to significant revenue milestones without traditional investment.
