On Running is gaining new retail partners globally, content with the strides it made last year and aiming to make further progress this year ahead of its 2026-2027 financial targets.
Speaking from the annual ICR Conference in Orlando, Florida, On Co-CEOs Martin Hoffman and Mark Mauer detailed some brand developments without offering a financial outlook on the brand’s 2025 business. That will be outlined in March.
After closing approximately 200 doors across Europe last year that couldn’t “work through” a brand assortment shift, On has begun to gain some retail partners on the continent and elsewhere in the world through distributor relationships. On has begun a working relationship with the retailer Snipes, enabling the brand to reach younger consumers in the key markets of Germany, Switzerland, and Austria.
On will open 20 to 25 stores worldwide this year but will also utilize distributor partners to open mono-branded retail doors in the Middle East, Southeast Asia and Latin America. In China, On will open two flagship stores in 2025 as the brand continues to gain credibility in the market and access to top-notch retail space.
As for the US, the group is content with its current retail partners, who today are selling a much higher percentage of performance On products than two to three years ago. Automation at an Atlanta facility is scheduled to go live before June as On aims to continue elevating its operational capability. Meanwhile, the brand, according to Mauer, is the number three brand in the US-run specialty channel, and “we’re not going to stop before we’re the number one brand,” he commented.
