Puma happy to see back of ‘challenging’ year
20/02/2014
Group sales in the fourth quarter of 2013 declined 4.7% to €698 million.
In terms of segments, footwear sales in the fourth quarter declined by 12.9% to €291 million while apparel sales fell by 1.1% to €284 million. Accessories sales improved by 10.6% to €123 million.
The company’s European operations have been streamlined by consolidating 23 countries into seven areas. Six warehouses were closed as were 73 stores, with 12 likely to close this year.
Puma cancelled its rugby category in the northern hemisphere and sailing, which “were not viable or were no longer part of the company’s core categories”. The company also made senior management changes in 2013.
CEO Bjoern Gulden said: “2013 has been a challenging year for Puma and there is no doubt that we have issues in terms of lack of brand heat, commercial products and desirable distribution. Nonetheless, Puma is a great brand and with our new brand positioning as the ‘Fastest Sports Brand in the World’, we have a clear vision of where we want to go.
“Forever Faster” is not only our new brand statement, it is also our new mindset. PUMA is about fast products, fast athletes, fast designs and fast decision making. With the re-signing of Usain Bolt, and signing of Arsenal FC and Mario Balotelli, we further demonstrate that we are a true sports brand. Together with our great assets and new creative agency, we will launch our new campaign to the consumers in Q3/2014 which is fueled by Puma’s biggest media investment in the last decade. This is not a quick fix, but 2014 marks the start of the turnaround.”
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