{"id":511611,"date":"2026-03-03T12:48:08","date_gmt":"2026-03-03T12:48:08","guid":{"rendered":"https:\/\/www.newsbeep.com\/ca\/511611\/"},"modified":"2026-03-03T12:48:08","modified_gmt":"2026-03-03T12:48:08","slug":"swiss-sneaker-makers-guidance-disappoints","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/ca\/511611\/","title":{"rendered":"Swiss sneaker maker&#8217;s guidance disappoints"},"content":{"rendered":"<p>The Roger models, named after former tennis player and company investor Roger Federer, are displayed in a shop of Swiss shoemaker On in Zurich, Switzerland, Aug. 28, 2025.<\/p>\n<p>Denis Balibouse | Reuters<\/p>\n<p>Swiss sneaker maker <a id=\"107411615\" href=\"https:\/\/www.cnbc.com\/quotes\/\" type=\"security\" brand=\"cnbc\" section=\"[object Object]\" contentclassification=\"\" rel=\"nofollow noopener\" target=\"_blank\">On Holding<\/a> is down 11% in premarket trading, despite issuing guidance for another year of strong growth and reporting record sales and improved profitability in 2025.<\/p>\n<p>The brand, which sells premium-priced athletic shoes and apparel, posted fourth-quarter net sales of 743.8 million Swiss francs ($946 million), up 30.6% in constant currencies, and above LSEG estimates of 723.5 million francs.<\/p>\n<p>Over the full year, sales surpassed 3 billion francs for the first time, slightly ahead of estimates of 2.99 billion francs.<\/p>\n<p>The fast-growing brand said it sees 2026 net sales growing by at least 23% in constant currencies. At current spot rates, it said, this implies sales of at least 3.44 billion francs, however, sell-side analyst consensus had expected this year&#8217;s sales closer to 3.7 billion francs. The company sees an adjusted EBITDA margin of between 18.5% and 19%.\u00a0<\/p>\n<p>Stock Chart IconStock chart icon<img decoding=\"async\" src=\"https:\/\/static-redesign.cnbcfm.com\/dist\/a54b41835a8b60db28c2.svg\" class=\"Collapsible-dismissButton\" alt=\"hide content\"\/><\/p>\n<p>On shares were flat year-to-date coming into Tuesday trading. <\/p>\n<p>On is now in the third and final year of its <a href=\"https:\/\/www.businesswire.com\/news\/home\/20231003812488\/en\/On-Announces-its-Three-Year-Financial-Outlook-Confirming-its-Ongoing-Commitment-to-Combine-Strong-Growth-with-Increasing-Profitability\" target=\"_blank\" rel=\"nofollow noopener\">strategy to double sales<\/a> to 3.55 billion francs and increase EBITDA margin to at least 18% by 2026 in a quest to be &#8220;the most premium global sportswear brand.&#8221;<\/p>\n<p>The company, which went public in 2021 on the New York Stock Exchange, has been able to grab market share from legacy competitors such as <a href=\"https:\/\/www.cnbc.com\/quotes\/NKE\/\" rel=\"nofollow noopener\" target=\"_blank\">Nike<\/a> and <a href=\"https:\/\/www.cnbc.com\/quotes\/ADS-DE\/\" rel=\"nofollow noopener\" target=\"_blank\">Adidas<\/a> through innovative products and a focus on\u00a0performance footwear and apparel.<\/p>\n<p>&#8220;We are witnessing a fundamental societal shift, as people globally replace traditional markers of status with a commitment to health, longevity, and performance,&#8221; said the company&#8217;s co-founder and executive chair, David Allemann. &#8220;On is uniquely positioned to deliver what this discerning consumer demands.&#8221;<\/p>\n<p>Profitability also reached new highs over the full year, the company said.<\/p>\n<p>In the quarter, adjusted EBITDA (earnings before interest, tax, depreciation, and amortization) increased by 31.8% to 131 million francs from, reflecting a margin of 18.8% and beating LSEG estimates of 112.4 million francs. The beat reflected operational efficiencies and the strength of the brands&#8217; positioning, the company said.\u00a0<\/p>\n<p>Asia-Pacific was the clear standout, with sales in the region growing 85.1% at constant currencies. The Americas and EMEA grew at 21.3% and 27.5%, respectively, in the three months ended December.\u00a0<\/p>\n<p>&#8220;The strength of our premium strategy allows us to exceed our high aspirations while providing the flexibility to reinvest in the high-return areas that we expect will fuel our growth for years to come,&#8221; said CEO Martin Hoffmann in a statement.\u00a0<\/p>\n<p>In the previously reported quarter, On surprised investors on the upside as it <a href=\"https:\/\/www.cnbc.com\/2025\/11\/12\/on-onon-earnings-q3-2025.html\" rel=\"nofollow noopener\" target=\"_blank\">raised guidance for the third time<\/a> in a row while beating expectations on both the top and bottom line, sending the stock up 18%. It also said it wouldn&#8217;t offer any deals during the shopping season because it aims to be a premium brand.\u00a0<\/p>\n<p>Shares are largely flat year-to-date, with some analysts suggesting that challenges will mount in 2026, and the stock&#8217;s valuation doesn&#8217;t fully reflect these risks. <\/p>\n<p>&#8220;In a tougher pricing environment, and with competitive intensity rising, premium positioning alone may not be enough to sustain price-led growth without risking demand and\/or higher promotional activity,&#8221; said Jefferies analyst Randal Konik, who rates shares Underperform, in late February. <\/p>\n<p>&#8211; \u00a0CNBC&#8217;s Gabrielle Fonrouge contributed to this report<\/p>\n","protected":false},"excerpt":{"rendered":"The Roger models, named after former tennis player and company investor Roger Federer, are displayed in a shop&hellip;\n","protected":false},"author":2,"featured_media":511612,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[117669,4467,45,161,49,48,55237,16326,190911,203195,71117,3430,28400,41201,195981,15994],"class_list":["post-511611","post","type-post","status-publish","format-standard","has-post-thumbnail","category-business","tag-adidas-ag","tag-breaking-news-business","tag-business","tag-business-news","tag-ca","tag-canada","tag-dicks-sporting-goods-inc","tag-earnings","tag-europe-earnings","tag-invesco-dynamic-leisure-and-entertainment-etf","tag-lululemon-athletica-inc","tag-new-york","tag-nike-inc","tag-on-holding-ag","tag-proshares-online-retail-etf","tag-retail-industry"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts\/511611","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/comments?post=511611"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts\/511611\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/media\/511612"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/media?parent=511611"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/categories?post=511611"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/tags?post=511611"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}