{"id":153279,"date":"2026-08-11T16:01:30","date_gmt":"2026-08-11T14:01:30","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=153279"},"modified":"2026-08-11T16:01:31","modified_gmt":"2026-08-11T14:01:31","slug":"sneakermerk-on-vertraagt-liever-dan-marge-in-te-leveren","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/mode\/sneakermerk-on-vertraagt-liever-dan-marge-in-te-leveren\/","title":{"rendered":"Sneakermerk On vertraagt liever dan marge in te leveren"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Sportschoenenmerk <strong>On <\/strong>boekte in het tweede kwartaal minder omzet dan verwacht. Vooral in Amerika vertraagde de groei. De Zwitserse uitdager van <strong>Nike <\/strong>en <strong>Adidas <\/strong>weigert echter de volumekraan open te draaien en verhoogt integendeel zijn margeprognose.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Afkoelende Amerikaanse markt<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">On boekte in het tweede kwartaal een omzet van 850,3 miljoen Zwitserse frank (910,4 miljoen euro), 13,5% meer dan een jaar eerder. Tegen constante wisselkoersen bedroeg de groei 21,6%. Analisten hadden echter gerekend op 878,2 miljoen Zwitserse frank (circa 940,2 miljoen euro).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">De cijfers wijzen vooral op een afkoeling in Noord- en Zuid-Amerika, nog altijd goed voor meer dan de helft van de omzet. On groeide er tegen constante wisselkoersen met 13%, tegenover 17% in het eerste kwartaal. In Azi\u00eb-Pacific lag het tempo veel hoger: daar steeg de omzet met 54,7%.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tegelijk verschuift On steeds meer verkopen naar zijn eigen winkels en webshops. De direct-to-consumeromzet steeg met 26% tot 388,4 miljoen Zwitserse frank (415,8 miljoen euro) en vertegenwoordigde 45,7% van de totale kwartaalomzet. De groothandelsomzet nam met slechts 4,8% toe.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Liever voorraad dan korting<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">On wil zijn premiumpositionering beschermen en vermijdt kortingen, ook nu consumenten voorzichtiger worden en veel sportmerken promoties inzetten om voorraden weg te werken. &#8220;We bewijzen dat een merk wereldwijd schaal kan bereiken zonder zijn premiumpositionering op te geven&#8221;, zegt medeoprichter en co-CEO David Allemann. &#8220;Onze resultaten over het tweede kwartaal weerspiegelen die discipline: sterke wereldwijde omzetgroei, een forse uitbreiding van onze eigen kanalen en een uitzonderlijke brutomarge.&#8221;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Die brutomarge liep op tot 65,4%, ondanks hogere Amerikaanse invoertarieven. Voor heel 2026 rekent On nu op minstens 65%, tegenover 64,5% eerder. De aangepaste ebitda-marge moet tussen 19,5% en 20% uitkomen. Zo kiest On expliciet voor &#8220;kwalitatieve groei&#8221;: minder jagen op verkochte aantallen en meer controle over prijs, distributie en merkbeleving. Dat moet voorkomen dat het snelgroeiende Zwitserse merk terechtkomt in de promotiestrijd waarin gevestigde rivalen als Nike en Adidas regelmatig verzeild raken.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Sportschoenenmerk On boekte in het tweede kwartaal minder omzet dan verwacht. Vooral in Amerika vertraagde de groei. De Zwitserse uitdager van Nike en Adidas weigert echter de volumekraan open te draaien en verhoogt integendeel zijn margeprognose.<\/p>\n","protected":false},"author":5,"featured_media":153292,"comment_status":"open","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],"tags":[770],"people":[],"extra":[43],"company":[2089],"topic":[88],"region":[1739],"class_list":["post-153279","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode","tag-sportmode","extra-plus","company-on","topic-bedrijfsresultaten","region-zwitserland"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Sneakermerk On vertraagt liever dan marge in te leveren - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Sportschoenenmerk On boekte in het tweede kwartaal minder omzet dan verwacht. 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