{"id":97887,"date":"2026-07-06T02:02:53","date_gmt":"2026-07-06T02:02:53","guid":{"rendered":"https:\/\/www.europesays.com\/ch\/97887\/"},"modified":"2026-07-06T02:02:53","modified_gmt":"2026-07-06T02:02:53","slug":"on-crocs-and-birkenstock-lead-the-way-in-europe-shoe-sales","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/ch\/97887\/","title":{"rendered":"On. Crocs and Birkenstock Lead the Way in Europe Shoe Sales"},"content":{"rendered":"

\n\tAccording to a May survey from UBS, shoppers across Europe<\/a> love their On, Crocs<\/a> and Birkenstock<\/a> shoes.<\/p>\n

\n\tProprietary data from UBS \u2014 gathered from credit card, debit card and account bank transactions \u2014 that tracks consumer spending shows which brands saw improved sales on a year-over-year basis, which ones saw declines and which were out of favor.<\/p>\n

\n\tFor the month of May, the most recent period where data was available, the tally on European consumer spending found that the footwear brand winners were On, up 12 percent for the month on a year-over-year basis, Crocs<\/a> up 8 percent and Birkenstock<\/a> up 1 percent. Across the same data points, Hoka, Vans and Ugg were down on a year-over-year basis. <\/p>\n

\n\tUBS\u2019 European data points were also available on total spend over a two-year basis. Again, On, Crocs and Birkenstocks were clear winners, and Hoka also ranked high with consumers.<\/p>\n

\n\tUBS doesn\u2019t compare reports for U.S.<\/a> consumer spend, but noted in a research report that spending intentions remain solid. While shoppers\u2019 view of the economy has been impacted by inflation resulting from the Middle East conflict, other data points suggest that they remain resilient.<\/p>\n

\n\tThat conclusion coincides with the latest Conference Board\u2019s report on its Consumer Confidence Index for June. The overall Index moved up 0.6 points to 91.2, up from a downwardly revised 90.6 in May. Of its two components, the Present Situation Index measuring current business and labor market conditions fell by 3 points to 116.4. The Expectations Index on the short-term outlook about six months out rose by 3 points to 74.4. June\u2019s survey period for preliminary results was June 1 to 23, which includes the extension of the U.S.-Iran ceasefire agreement.<\/p>\n

\n\t\u201cConsumer confidence inched up in June as falling oil prices in recent weeks provided some relief to consumer inflation fears,\u201d The Conference Board\u2019s chief economist Dana M. Peterson said. She added that while consumers were more positive about business conditions versus last month, they also believed that the labor market has softened. <\/p>\n

\n\tIn the U.S., the shoe firms that UBS has a \u201cbuy\u201d rating on their respective shares are On Running<\/a>, Birkenstock<\/a>, Ugg and Hoka parent Deckers Outdoor Corp., and Wolverine World Wide<\/a>.<\/p>\n

\n\tOn appears to be the big winner in the U.S., too. UBS analyst Jay Sole said, \u201cOn\u2019s continued focus on innovation, performance, athletes, sports, and direct-to-consumer selling, while maintaining a premium brand position, will lead to industry-leading sales growth<\/a> and earnings beats.\u201d<\/p>\n

\n\tSole also expects On to continue to perform well in the U.S.-run specialty channel. The brand\u2019s management said the company would be actively prioritizing clean inventory levels and full-price sell-through within its wholesale partners ahead of a planned and significant innovation cycle that Sole said will likely start this October.<\/p>\n

\n\t\u201cOn\u2019s approach is intended to ensure new products launch into a clean marketplace, reinforcing brand desirability,\u201d Sole noted. And he said that early feedback on innovation has been strong, with product refreshes anchored by new technologies, including as its Surreal superfoam, which will launch with Cloudsurfer 3. Sole also noted \u201cexceptional demand\u201d for Cloudrunner Max.<\/p>\n

\n\t\u201cWith strong order books, positive early feedback on new technologies, and a likelihood of acceleration later in the year, we think current dynamics should be viewed as supporting the company\u2019s long-term growth strategy,\u201d Sole concluded.<\/p>\n","protected":false},"excerpt":{"rendered":"According to a May survey from UBS, shoppers across Europe love their On, Crocs and Birkenstock shoes. Proprietary…\n","protected":false},"author":2,"featured_media":97888,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_share_on_mastodon":"0"},"categories":[129],"tags":[28932,29973,197,48585,2048,31747,2278,223],"class_list":["post-97887","post","type-post","status-publish","format-standard","has-post-thumbnail","category-ubs","tag-birkenstock","tag-crocs","tag-europe","tag-on-holding","tag-sales-growth","tag-sourcing-journal","tag-u-s","tag-ubs"],"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@ch\/116870578549654141","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/posts\/97887","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/comments?post=97887"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/posts\/97887\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/media\/97888"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/media?parent=97887"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/categories?post=97887"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/tags?post=97887"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}