Business · Companies · 1 day ago
Decathlon and Bergfreunde sell On shoes below the brand’s official prices
Swiss sports brand On tries to keep its shoes expensive and avoid discounts.
It says this helps protect its high profit margin, which was recently 65 percent.
On has also reduced the amount of stock it sends to retailers to limit unsold goods that might be discounted.
But On shoes are still sold below official prices by online retailers, including Bergfreunde.
The Cloudultra Pro, for example, was listed for 215 Swiss francs at Bergfreunde, compared with 320 francs on On’s website.
Bergfreunde was acquired by French sports chain Decathlon, whose online shop also lists some On shoes at lower prices.
On says Decathlon is not its retail partner and does not receive products from it; Decathlon says its Swiss online shop can offer the brand’s products, while its Swiss retail range does not include On.
Decathlon and Bergfreunde list On shoes in Switzerland below the prices shown on On’s official sales channel.
A Cloudultra Pro listed by On for 320 francs costs 215 francs at Berg-Freunde.ch.
Decathlon’s Swiss online shop lists the Cloudmonster 3 from 192 francs, compared with 250 francs on On’s official channel.
On says it is not a Decathlon retail partner and does not supply the chain.
On says it limits some product supplies to avoid excess stock and protect high-margin growth.
- Who
- On, the Swiss sports brand, and retailers Decathlon and Bergfreunde.
- What
- The retailers list On shoes below the prices on On’s official sales channel.
- When
- The article was published on 10 October 2026. The listings are described as current in the article.
- Where
- On’s official sales channel and the Swiss online shops Berg-Freunde.ch and Decathlon’s Swiss store.
- Why
- On seeks to protect its high margins and avoid excess stock that could be sold at a discount. The retailers’ reasons for their prices are not stated.
On
Decathlon and Bergfreunde
Pricing strategy
On
On says it prioritises high-quality, high-margin growth rather than short-term volume achieved through discounts.
Decathlon and Bergfreunde
Their online shops list some On products below the prices shown on On’s official sales channel.
Supply and stock
On
On says it reduces product quantities in some regions to avoid unnecessary stock build-up.
Decathlon and Bergfreunde
Decathlon says it is not supplied by On; its source for the products is not stated.
The priority is high-quality, high-margin growth and not short-term volume targets achieved through discounts.
unnecessary stock build-up
Decathlon is not an On retail partner and is not supplied by On.
On disclosed to investors that it would send fewer products to retailers, and its share price fell by 20 percent.
NZZ reported that Berg-Freunde.ch and Decathlon’s Swiss online shop listed some On shoes below On’s official prices.
- On’s gross margin
- 65 percent
- Cloudultra Pro price at On
- 320 francs
- Cloudultra Pro price at Berg-Freunde.ch
- 215 francs
- Cloudmonster 3 price at On
- 250 francs
- Cloudmonster 3 price at Decathlon Switzerland
- From 192 francs
Sources
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