On grows 22% in the second quarter driven by its DTC channel

On confirms its commitment to DTC and wins over young consumers

Swiss sports footwear firm On has presented its second-quarter results, and the data confirm a trend that was already apparent: its direct-to-consumer (DTC) channel is growing at a much faster pace than its wholesale channel. The company has achieved an overall 22% increase in revenue, but the most striking aspect is that connections with consumers under 34 now represent more than a third of its total customer base.

This figure is not anecdotal. On has managed to build a community around the brand, with an aggressive digital strategy, limited launches, and a narrative focused on performance and sustainability. The result is that young consumers not only buy its products but also identify with the brand's philosophy, something that traditional distribution chains can hardly replicate.

For the Spanish market, where sports footwear remains a growing segment, On's move presents a dual scenario: on one hand, the opportunity to join a brand with pull; on the other, the threat that the manufacturer will increasingly prioritize its own channel over the wholesaler.

What does this mean for an independent footwear store?

If you run a footwear store, the first thing to understand is that brands like On are redefining the rules of the game. Having the product in the window is no longer enough; young consumers expect an omnichannel shopping experience where price and availability are negotiated in real time. When a powerful brand like On strengthens its DTC, physical stores lose some of their appeal as a discovery channel, because the customer has already seen the product on social media or the brand's website before entering your store.

However, there is also a positive reading. The rise of DTC does not eliminate the need to try on footwear, expert advice, or impulse purchases at the point of sale. Stores that differentiate themselves through service, size selection, or fast local delivery can remain relevant. That said, you will have to work with tighter margins and seek out brands that have not yet saturated their direct channel.

For the wholesaler, the warning is clear: diversify your brand portfolio. Do not rely on a single manufacturer that might decide, overnight, to reduce shipments to the indirect channel to feed its own online store. At Calzados JAM, we have been insisting for years on the importance of a balanced mix of established and emerging brands, agile logistics, and commercial terms that protect the distributor's margin.

The context of the Spanish footwear market

In Spain, the DTC channel is growing, but the wholesaler remains king in segments such as children's footwear, safety footwear, or classic dress shoes. The key is to identify which categories are most sensitive to DTC pressure and which still require wholesaler intermediation. Sports and casual footwear is undoubtedly the most exposed, while orthopedic or special-size footwear offers a niche where human advice is irreplaceable.

Moreover, logistics in Spain favors the wholesaler: the capillarity of physical stores and the immediacy of delivery are advantages that DTC platforms have not yet matched in many areas. So, rather than fearing DTC, it is worth viewing it as a mirror: if a brand like On invests in user experience, personalization, and storytelling, you can do the same in your store or wholesale catalog, even on a smaller scale.

"DTC is not the enemy; it is a reminder that the shopping experience matters more than ever."

On's strategy also highlights the importance of data. Knowing your customer, segmenting them by age, purchasing habits, or product preferences is something the wholesaler can apply in its relationship with the retailer: offering sales reports, trend analysis, or even B2B loyalty programs. That added value is what justifies the existence of the wholesale channel in an increasingly digital world.

Conclusion: adapt or fall behind

On's growth is not an isolated case; it is the spearhead of a transformation affecting the entire sector. Brands that master DTC will set the pace, and wholesalers and retailers that do not adapt will lose share. But adaptation does not mean surrender: it means specializing, improving the in-store experience, betting on less saturated brands, and above all, understanding that the end customer seeks value, not just price.

At Calzados JAM, as a wholesale supplier, we know that flexibility is key. That is why we offer a wide range of footwear for all audiences, with terms adapted to the real needs of the Spanish retailer. If you want to be prepared for the challenges posed by brands like On, start by diversifying your offering and working with a partner that understands the market.

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