The Swiss sportswear brand sees plenty of whitespace for growth while maintaining extremely selective wholesale distribution, management told analysts in a roundtable discussion at the ICR conference. Continuing to expand its addressable market through new sports and top-of-funnel marketing to grow brand awareness has already resulted in easily beating its three-year top-line CAGR target of 30%. Rather than broaden distribution, as many of its competitors have done, On is instead working to capture more dollars from its existing specialty and premium retailers’ customers.

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