On secured early retail sales by running with store owners
Olivier Bernhard · On athletic shoes: Olivier Bernhard and Caspar Coppetti · Jul 22, 2024 · at 44:49
Olivier Bernhard, co-founder of On, explains how the brand overcame retail resistance in DACH countries during its first two years.
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“Casper and I, we you know, attacked the German, Austrian, and Swiss market. I think it was year one and two. Not very successful until I think it was Casper coming, you know, and saying, hey, all these retailers are actually, you know, they're runners, you know, at heart. So why, instead of trying to convince them what our tech does, and you know, with a PowerPoint presentation, why don't we just bring shoes, we go run in their environment.”
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