What brand founder is gutsy enough to sign a 10-year lease for their debut flagship? In New York City’s SoHo neighborhood, no less? Oner Active’s Krissy Cela — that’s who.
“Signing a 10-year contract on a nearly 5,000-square-foot space for your first retail store is a very brave move,” the Miami-based entrepreneur told Fashionista at a preview of the space. “Some might say it’s stupid, but I like to say ‘brave and ambitious.’ I think it makes women believe that Oner is a brand that they are going to have for life.”
Photo: Courtesy of Oner Active
While the investment might be risky, Cela was intentional and thorough in bringing the store to life. For one, the store is exceptionally well-located at 0 Bond Street, right next to Equinox. (That wasn’t a happy coincidence — Cela wanted that exact spot.) Then there’s the store interior, meant to look like a fitness enthusiast’s dream closet.
“If there’s one thing to know about girls that really love activewear, it’s that they usually have a dedicated activewear wardrobe,” she said. “I want women to walk into the store…and see that everything has its own place — similar to a wardrobe.”
The space is compartmentalized into four sections: “Lift” for weight-training-appropriate attire; “Hybrid” for high-intensity training outfits; “Stretch” for lower-intensity workout products; and “Living” for athleisure and loungewear. In a nook near the back of the store lies the “New York City Edit,” a section specifically curated for the NYC customer. (Oner is U.K.-based.) It includes cashmere sweaters, heavyweight puffers, contrast-piped sports bras and organic cotton tees.
Photo: Courtesy of Oner Active
The shopping experience is further elevated by (“obnoxious,” as Cela put it) floor-to-ceiling mirrors scattered around the softly lit space, which also boasts spacious fitting rooms, body-inclusive mannequins, a photobooth and a dedicated “boyfriend couch” where loved ones can rest while you’re busy shopping.
In a city filled with activewear options, Cela believes Oner can set itself apart. She argued that many of its compe*****s are more restrictive and project perfection. Oner, on the other hand, encourages women to be “messy,” she said, adding: “Women have been told to be someone all of our lives, so why would I want them to feel that way here? You should be able to express yourself how you want to.”
Overall, Cela hopes that as customers come to the store, they enjoy a comfortable and relaxing shopping experience. “Shopping is a perk. It’s a luxury to many of us and the experience therefore should replicate that and it shouldn’t be frantic,” she said.
In the video below, watch Cela take us on a tour of Oner Active’s first store.
