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On Holding faces U.S. wholesale weakness but strong direct sales and product reception suggest no broad brand decline yet.

Analyst Insights
11 Sep 2026
Seeking Alpha
View Source
Neutral
On Holding faces U.S. wholesale weakness but strong direct sales and product reception suggest no broad brand decline yet.

On Holding AG is experiencing a sell-off mainly due to concerns over weak U.S. wholesale sales, which may indicate franchise fatigue rather than brand fatigue. Despite this, the company shows strong direct-to-consumer growth, healthy gross margins at full price, and positive early feedback on new products, suggesting the brand itself remains strong. The critical test will be the next product cycle; if sales remain weak after product refreshes, structural issues may be confirmed. Valuation has adjusted, so the company no longer needs over 20% growth to meet financial expectations.

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