Senior appointment signals shift in strategy at Puma
Sports group Puma has appointed Ronald Reijmers as its new vice-president for retail. He will take up the role on November 1.
His remit will be to oversee the development of the company’s stores across the world.
A significant aspect of this appointment is that it signals a change in strategy at Puma. The company is splitting responsibility for its physical retail business from the running of its e-commerce business.
Previously, both these areas were run by one person, global vice-president for direct-to-consumer, Erik Janshen. Mr Janshen has decided to leave the company.
Mr Reijmers has wide experience of developing the retail strategies of sports brands, having held senior positions in this area at Nike, adidas and, most recently, at Gymshark.
Puma said it will announce a new leader for its e-commerce division in the coming weeks.
