On Holding's DTC Growth Strengthens Its Premium Business Model

On Holding (ONON) reported strong direct-to-consumer (DTC) growth of 26% in Q2 2026, reaching a record 45.7% of total sales. The shift toward DTC, combined with full-price discipline, lifted gross margins by 390 basis points to 65.4% despite U.S. tariffs. The company expects DTC to outpace wholesale in H2 2026 and projects 2026 gross margins of at least 65%. However, ONON shares have declined 25.6% over three months and carry a Zacks Rank #5 (Strong Sell) rating.