The Zurich-based company was founded in 2010 and went public on the New York Stock Exchange in 2021.
Retired professional triathlete Olivier Bernhard wanted to create a running shoe with a totally new feel. So he cut up pieces of garden hose and glued them to a prototype shoe. He approached his friends David Allemann and Caspar Coppetti and together, they designed shoe with an explosive takeoff and a cushioned landing, or what they describe as “running on clouds.”Since then, On has managed to carve out a niche in the highly competitive running shoe market with its Cloud franchise of footwear.
It’s for these reasons that the company is being awarded the WWD Honor for Best-Performing Fashion/Retail Company, Large Cap.While its growth may be explosive, the company has been steadfast in its mission since Day One. As it describes on its website: “At On, we don’t believe it’s the human body that determines whether you cross the finish line, reach the peak or dare to dream the big idea — it’s the human spirit.
At the same time, On will work to expand its international footprint by increasing its “premium multichannel distribution” and its own retail presence as well as its footprint in China. Britt Olsen, general manager for the Americas and head of global commercial strategy, detailed the benefits of each channel. E-commerce, she said, is “where we can really bring the most expressive and digitally scalable version of ourselves to the world.” Brick-and-mortar retail “is a place where we really have the opportunity to build our most intimate touchpoint,” and wholesale is “where we can scale and amplify what we’re trying to achieve.
But regardless of the format, retail stores have proven to be a key growth vehicle for On. Olsen said when the London store opened, “we saw baseline and e-comm traffic increase by three times. We also heard of a really great spillover effect in our wholesale channels in these markets.” In the stores, apparel and footwear will be merchandised together for specific consumer segments, leading to a better experience, and hopefully, higher sales.On Nov. 2, the company will introduce Cloud Eclipse, a max cushioning product, to address that end of the market. And the company will be putting more emphasis on training products that can “transition seamlessly from studio to street,” Coppetti said.
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