Puma Highlights ‘Volatile’ Demand After Rise in Second-Quarter Sales

01 March 2023, Bavaria, Herzogenaurach: The Puma logo is seen on the exterior of the brand store. (dpa)
01 March 2023, Bavaria, Herzogenaurach: The Puma logo is seen on the exterior of the brand store. (dpa)
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Puma Highlights ‘Volatile’ Demand After Rise in Second-Quarter Sales

01 March 2023, Bavaria, Herzogenaurach: The Puma logo is seen on the exterior of the brand store. (dpa)
01 March 2023, Bavaria, Herzogenaurach: The Puma logo is seen on the exterior of the brand store. (dpa)

German sportswear retailer Puma on Wednesday said second-quarter sales grew by 11%, slightly ahead of market expectations thanks to stronger revenues from Asia and Europe.

The sportswear sector is struggling to bring down inventory levels in the face of weakening demand in North America and a slower than expected recovery in China, a market the industry was betting on to boost sales.

Puma stuck to its financial targets for 2023 but sounded a cautious note on market conditions, including an "uncertain" recovery in China.

"The macroeconomic environment and volatile retail demand remain challenging, particularly in North America and Europe, as recession risks weigh on consumer sentiment."

Puma's shares, which fell in early trading in Frankfurt, were up 1.6% by 0712 GMT.

Puma said it saw strong demand for its new terrace sneakers Palermo and Super Team.

The first products from a renewed partnership with Rihanna will showcase the Grammy-winning Barbadian singer's take on the terrace trend, Puma said, when they launch in September.

These are styles from the 1970s and 1980s named after the standing section at soccer stadiums.

Puma' sales came in at 2.12 billion euros ($2.34 billion) in the quarter, up from 2 billion a year earlier and above the 2.05 billion expected by analysts polled by Refinitiv Eikon.

The company confirmed its full-year outlook for currency adjusted revenue growth in a high single-digit percentage rate, and an operating profit of between 590 million and 670 million euros. It said it would be able to adjust the guidance if things went well in the third quarter.

Operating earnings of 115 million euros for the quarter were down 21% from a year earlier but still above the 110 million expected by analysts.



Sports Brand Puma Reports Flat First-Quarter Sales, Maintains 2025 Outlook 

A Puma logo is seen on a Puma Speedcat OG sneaker displayed at the Puma Mostro House in Paris, France, January 24, 2025. (Reuters)
A Puma logo is seen on a Puma Speedcat OG sneaker displayed at the Puma Mostro House in Paris, France, January 24, 2025. (Reuters)
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Sports Brand Puma Reports Flat First-Quarter Sales, Maintains 2025 Outlook 

A Puma logo is seen on a Puma Speedcat OG sneaker displayed at the Puma Mostro House in Paris, France, January 24, 2025. (Reuters)
A Puma logo is seen on a Puma Speedcat OG sneaker displayed at the Puma Mostro House in Paris, France, January 24, 2025. (Reuters)

German sportswear brand Puma reported flat first-quarter sales and a decline in its profit margin on Thursday, and maintained its 2025 outlook, excluding any impact from US tariffs.

Puma replaced its CEO last month after a string of profit warnings as the company struggled to drive consistent sales growth, with its new shoes ranges like the Speedcat not doing as well as the company had expected.

Shares were up around 2% in early trading on Thursday. Puma's stock is down 47% since the start of the year, as missed sales and profit expectations weigh.

First-quarter sales of 2.08 billion euros ($2.35 billion) were slightly better than analysts' average forecast of 2.04 billion euros, and up 0.1% from the first quarter of last year.

Weaker sales to retailers in the US and China drove Puma's wholesale business - its main sales driver - down by 3.6%, but stronger online sales helped its direct-to-consumer business grow 12% to 546.5 million euros.

Puma has named former Adidas sales chief Arthur Hoeld as its new CEO to turn performance around. The board is leading the company until Hoeld takes over on July 1.

The company's gross profit margin for the first quarter declined by 0.6 percentage points to 47%.

Puma stuck to its 2025 outlook for "low-to mid-single-digit" sales growth, but said that excludes any impact from US tariffs.

It has already reduced its US imports from China, which are subject to tariffs of 145%, Chief Financial Officer Markus Neubrand said.

Like its competitors Adidas and Nike, Puma would be hit hard if US President Donald Trump reinstates steep tariffs on Southeast Asia, currently paused until July.

Puma buys 28% of its products from factories in China, with Vietnam a close second at 26%, and Cambodia producing 16%.

It plans to cut 500 corporate positions globally by the end of the second quarter as part of a cost-cutting drive, Neubrand said in March.