""It's more getting ahead of potential pitfalls that are not here yet," Allemann told The New York Times."
"The company just opened a factory in South Korea that produces LightSpray running shoes, where robots mist the upper part onto the sole in minutes, creating shoes that weigh less than half a pound and retail for $330."
"On is also beefing up its research team. In 2020, it had 30 workers focused on product development. Now it has more than 550 - about 14 percent of the workforce."
"The strategy: keep investing in performance technology for elite athletes rather than chasing mass appeal through discounting or flooding stores with mediocre products."
On, a Swiss shoe company, achieved $3.8 billion in annual sales and is at a pivotal point in its growth. Founders David Allemann and Caspar Coppetti plan to replace CEO Martin Hoffmann and emphasize innovation. A new factory in South Korea produces lightweight LightSpray running shoes. The company has significantly expanded its research team from 30 to over 550 employees, focusing on performance technology for elite athletes instead of mass-market strategies like discounting or low-quality products.
Read at Entrepreneur
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