Switzerland’s On has opened a 32-robot factory in South Korea that will significantly boost the automated production of Roger Federer-backed sneakers.

The plant near Busan will be the brand’s second robot production facility, following the opening of its first in Zurich last summer, where the company is based.

It marks a significant scale-up of its LightSpray technology, with 32 “fully automated” robots in the South Korea factory, adding to the four in Switzerland, according to On.

This is set to increase automated production of On sneakers by 30-fold in 2025, with further production growth planned over the coming years, the company said in a statement.

“The opening of our second LightSpray factory is a monumental milestone for us in mastering this advanced manufacturing process,” said On co-founder Caspar Coppetti.

The company said it chose South Korea for its factory because the country is “a global leader” in robotics and automation, as well as local partnerships and brand footprint in the region.

It said the South Korea factory will inform its global expansion plans, specifically, production in the Americas and across Europe.

“South Korea represents the perfect territory to learn and implement learnings for our global expansion,” said Scott Maguire, the company’s chief innovation officer.

Each robot – whether manufactured in Zurich or Busan – can be “precisely” programmed to craft shoes that look and feel unique, according to Maguire.

The ones made in the Busan factory will say “Sprayed in Korea” on the inside sole and will go on sale in limited numbers on March 5th, with full global launch on April 16th.

On was founded in 2010 in Switzerland and grew into a multi-billion-dollar company over the next decade after acquiring a cult following in both the tech and fashion worlds, challenging traditional stalwarts like Adidas and Nike.

Tennis star Roger Federer, who became an investor in 2019, is a fan, as are A-listers like actor Pedro Pascal.

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