Sourcing On for your boutique: a practical guide

On — the Swiss performance footwear brand still widely searched under its original name, On Running — has become one of the fastest-growing names in sportswear. Built around its distinctive CloudTec sole technology, the brand has expanded well beyond serious runners into genuine sneaker-culture territory, with strong recognition across Europe, the Middle East, and the US.

That crossover appeal is what makes On increasingly interesting for boutiques outside of pure sports retail. Contemporary and streetwear-adjacent boutiques are now carrying On alongside fashion labels, not just alongside other performance brands — a shift that has opened new wholesale opportunities for independent buyers who would not previously have considered a running brand for their assortment.

How On's wholesale distribution works

On is still a comparatively young brand, and it manages its growth deliberately. Distribution runs through a mix of direct accounts — larger sporting goods retailers and specialist multi-brand sneaker stores — and authorized distributors who cover other territories and smaller accounts. The brand is careful about where and how quickly it expands its retail footprint, which keeps its wholesale network more selective than its rapid consumer growth might suggest.

As On's fashion crossover appeal has grown — driven by lifestyle silhouettes and high-profile design collaborations alongside its core running lines — the brand has become more open to boutiques outside the traditional sports retail channel. For independent boutiques without an existing account, an authorized distributor relationship is typically the most direct way in.

What ATS On stock typically includes

Available-to-ship On inventory is generally centered on the brand's core running silhouettes — models kept in ongoing production rather than retired after a single seasonal cycle — in the colorways that perform consistently across markets rather than limited-edition or collaboration releases.

This is a real advantage for boutiques sourcing ATS. Like other footwear brands, On's core styles are manufactured continuously to support ongoing retail demand, which means distributor stock tends to be replenished rather than static. Boutiques sourcing this way are typically ordering from styles with a longer shelf life and steadier reorder cycles than a single seasonal drop.

How Maison Modati sources On

Maison Modati works with European distributors who carry On in their portfolio. When a boutique submits a sourcing request, we check current availability with our distribution contacts, confirm pricing, and structure the transaction directly between the boutique and the distributor.

The boutique receives the invoice from the distributor. Goods ship from the distributor's warehouse. Our commission is paid by the supplier side — not by the boutique.

How to submit an On sourcing request

To request On sourcing through Maison Modati, send us a message via WhatsApp with the following information:

• Your boutique name and country
• The specific silhouettes you are looking for (model names or style codes)
• Sizes and quantities per reference
• Your target delivery window

Given the stronger ATS availability typical of footwear brands, requests with clear model names and quantities are often faster to confirm than an open-ended ask for "On sneakers, any style."