Former adidas exec takes top job at Puma
German sportswear brand Puma has appointed Björn Gulden as its new CEO, effective July 1, 2013.
In December the group embarked on a senior management shake-up described as a "new chapter". CEO Franz Koch stepped down, following in the footsteps of former chairman Jochen Zeitz, who resigned in October.
Mr Gulden has been CEO of Danish jewellery brand Pandora since the beginning of last year. From 2000 to 2011, the Norwegian was managing director of footwear retailer Deichmann, where he also headed the US subsidiaries Rack Room Shoes and Off Broadway Shoes.
Prior to 2000, he held several management positions at outdoor apparel company Helly Hansen and sporting goods firm adidas, where he was senior vice-president of apparel and accessories.
Puma chairman Jean-François Palus said: “I am absolutely convinced that Björn Gulden is the perfect fit to lead Puma through its continuing restructuring and transformation program on its mission to become the most desirable and sustainable sportlifestyle company in the world.”
Mr Gulden said: “Puma enjoys an enormous potential – both in the performance and in the lifestyle markets, and I am eager to help unlock this potential and further grow the company in the years to come.”
