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On Holding AG stock drops 20% after Q2 revenue miss; DTC sales surge 26% offsets weak wholesale growth

Analyst Insights
11 Aug 2026
Alex Lavoie
View Source
Bearish
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On Holding AG's stock fell 20.29% after the company missed Q2 revenue estimates and lowered its 2026 revenue growth forecast to the low 20% range from at least 23%. The wholesale channel grew only 4.8%, partly due to intentional limits to protect brand strength, while the direct-to-consumer (DTC) channel surged 26%, now making up 45.7% of total sales. This strong DTC performance helps offset wholesale weakness and supports profit margins. Analyst Joseph Civello lowered the stock price target to $40 from $48, indicating a 29.41% potential upside from the current price of $30.91.

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