{"id":153294,"date":"2026-08-11T16:31:36","date_gmt":"2026-08-11T14:31:36","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=153294"},"modified":"2026-08-11T16:31:38","modified_gmt":"2026-08-11T14:31:38","slug":"la-marque-de-baskets-on-prefere-ralentir-plutot-que-de-sacrifier-sa-marge","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/la-marque-de-baskets-on-prefere-ralentir-plutot-que-de-sacrifier-sa-marge\/","title":{"rendered":"La marque de baskets On pr\u00e9f\u00e8re ralentir plut\u00f4t que de sacrifier sa marge"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">La marque de chaussures de sport <strong>On <\/strong>a enregistr\u00e9<strong> <\/strong>au deuxi\u00e8me trimestre un chiffre d&rsquo;affaires inf\u00e9rieur aux pr\u00e9visions. La croissance a notamment ralenti en Am\u00e9rique. Ce concurrent suisse de <strong>Nike <\/strong>et <strong>Adidas <\/strong>refuse toutefois d&rsquo;augmenter ses volumes de production et revoit au contraire \u00e0 la hausse ses pr\u00e9visions de marge.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Ralentissement du march\u00e9 am\u00e9ricain<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Au deuxi\u00e8me trimestre, On a enregistr\u00e9 un chiffre d\u2019affaires de 850,3 millions de francs suisses (910,4 millions d\u2019euros), soit une hausse de 13,5 % par rapport \u00e0 l\u2019ann\u00e9e pr\u00e9c\u00e9dente. \u00c0 taux de change constants, la croissance s\u2019est \u00e9lev\u00e9e \u00e0 21,6 %. Les analystes tablaient toutefois sur 878,2 millions de francs suisses (environ 940,2 millions d\u2019euros).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ces chiffres t\u00e9moignent surtout d\u2019un ralentissement en Am\u00e9rique du Nord et du Sud, qui repr\u00e9sentent toujours plus de la moiti\u00e9 du chiffre d\u2019affaires. \u00c0 taux de change constants, On y a enregistr\u00e9 une croissance de 13 %, contre 17 % au premier trimestre. En Asie-Pacifique, le rythme \u00e9tait nettement plus soutenu : le chiffre d\u2019affaires y a progress\u00e9 de 54,7 %.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Parall\u00e8lement, On concentre de plus en plus ses ventes dans ses propres magasins et boutiques en ligne. Le chiffre d\u2019affaires \u00ab direct-to-consumer \u00bb a progress\u00e9 de 26 % pour atteindre 388,4 millions de francs suisses (415,8 millions d\u2019euros) et a repr\u00e9sent\u00e9 45,7 % du chiffre d\u2019affaires trimestriel total. Le chiffre d\u2019affaires de la vente en gros n\u2019a augment\u00e9 que de 4,8 %.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Mieux vaut des stocks que des remises<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">On souhaite pr\u00e9server son positionnement haut de gamme et \u00e9vite les remises, m\u00eame \u00e0 l\u2019heure o\u00f9 les consommateurs se montrent plus prudents et o\u00f9 de nombreuses marques de sport recourent \u00e0 des promotions pour \u00e9couler leurs stocks. \u00ab Nous prouvons qu\u2019une marque peut atteindre une envergure mondiale sans renoncer \u00e0 son positionnement haut de gamme \u00bb, d\u00e9clare David Allemann, cofondateur et co-PDG. \u00ab Nos r\u00e9sultats du deuxi\u00e8me trimestre refl\u00e8tent cette discipline : une forte croissance mondiale du chiffre d\u2019affaires, une expansion significative de nos canaux de distribution propres et une marge brute exceptionnelle. \u00bb<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Cette marge brute a atteint 65,4 %, malgr\u00e9 la hausse des droits de douane am\u00e9ricains. Pour l\u2019ensemble de l\u2019ann\u00e9e 2026, On table d\u00e9sormais sur au moins 65 %, contre 64,5 % auparavant. La marge EBITDA ajust\u00e9e devrait se situer entre 19,5 % et 20 %. On opte ainsi explicitement pour une \u00ab croissance qualitative \u00bb : moins de pression sur les volumes de vente et davantage de contr\u00f4le sur les prix, la distribution et l\u2019exp\u00e9rience de marque. Cela devrait emp\u00eacher la marque suisse en pleine expansion de se retrouver prise dans la guerre des promotions dans laquelle ses rivaux bien \u00e9tablis, tels que Nike et Adidas, s\u2019engouffrent r\u00e9guli\u00e8rement.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La marque de chaussures de sport On a enregistr\u00e9 au deuxi\u00e8me trimestre un chiffre d&rsquo;affaires inf\u00e9rieur aux pr\u00e9visions. La croissance a notamment ralenti en Am\u00e9rique. Ce concurrent suisse de Nike et Adidas refuse toutefois d&rsquo;augmenter ses volumes de production et revoit au contraire \u00e0 la hausse ses pr\u00e9visions de marge.<\/p>\n","protected":false},"author":5,"featured_media":153295,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[14,22],"tags":[770],"people":[],"extra":[43],"company":[2089],"topic":[266],"region":[885],"class_list":["post-153294","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode","tag-sportmode","extra-plus","company-on","topic-resultats-financiers","region-suisse"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La marque de baskets On pr\u00e9f\u00e8re ralentir plut\u00f4t que de sacrifier sa marge - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/fr\/news\/mode\/la-marque-de-baskets-on-prefere-ralentir-plutot-que-de-sacrifier-sa-marge\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La marque de baskets On pr\u00e9f\u00e8re ralentir plut\u00f4t que de sacrifier sa marge - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"La marque de chaussures de sport On a enregistr\u00e9 au deuxi\u00e8me trimestre un chiffre d&#039;affaires inf\u00e9rieur aux pr\u00e9visions. 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