In recent interviews, Martin Hoffmann, CEO of the Swiss footwear company On Holding, shared insights into the brand's unique market approach, its navigation through tariff challenges, and its global growth strategy. He underscored the importance of distinguishing the brand in a crowded market by prioritizing innovation and maintaining a premium position.
Hoffmann elaborated on how On Holding manages the impact of tariffs, noting that the company has always faced import duties on products from Southeast Asia. He explained that their rapid growth and premium product offerings allow them to absorb some of these costs and explore alternative strategies rather than simply passing them on to consumers. The CEO stressed a long-term vision, focusing on sustainable growth and profitability, while continuously enhancing product innovation.
Discussing the brand's global presence, Hoffmann highlighted that On Holding's Swiss origins necessitated an international outlook from the start. He emphasized that while the U.S. remains a significant market, accounting for 60% of revenue, other regions like China, the UK, and Germany are equally crucial, each requiring tailored strategies due to their differing stages of market development. On Holding aims to evolve beyond just sneakers, leveraging its strong performance and design credibility to expand into various sports and lifestyle categories, always rooted in high-performance innovation.
On Holding's strategic focus on a premium market segment, driven by continuous innovation and a strong global presence, positions it for sustained success. By prioritizing quality and distinctiveness, the company not only navigates economic challenges like tariffs but also fosters a loyal customer base, demonstrating that a commitment to core values can fuel significant growth and market leadership.