Footwear brand On Holding is expanding with a new store in Portland, Oregon, which it says will be its largest in the US.

Located on NW 23rd Avenue, the 3400sqft store will also be the first to showcase its new store design concept. 

The Portland store will feature On’s signature “Magic Wall” structure, allowing shoppers to try on shoes they find via hidden drawers holding full-size runners. It is also outfitted with interactive displays that explain On’s footwear technology.

Despite the crimewave leading other major retailers such as REI, Walmart, and Nike to shutter some of their stores in Portland, On said it is determined to open there.

“We have deep roots in this city and are committed to investing in this community,” said Britt Olsen, GM for Americas and head of global commercial strategy.

The company began in Portland in 2013 with only three members, and since then has grown to more than 260 employees across every function. 

“Portland not only offers an incredible art and food culture, but its accessibility to the outdoors – for all forms of movement – is unbeatable,” adds Olsen.  

“We’re thrilled to finally have a store in this city that reflects the dedicated community we’ve built here for the last 11 years.”

According to the company, the new store opening aligns with its goal to expand its direct-to-consumer presence via e-commerce and owned retail stores.

On currently operates 32 stores worldwide, including 22 in China. It plans to open up to 20 more stores this year and maintain an annual growth rate of 20 to 25 stores annually starting next year.