Puma Gross sales Cry Aid With China Impart

After an outbreak-served beatdown last 12 months, Puma has clawed its technique to recovery.

On February 24, the German sports clothing big reported that sales jumped 9 p.c to 1.52 billion euros in the last three months of 2020 a promising upswing from the 55-p.c plummet in its 2d quarter. General, sales were down 1.4 p.c to 5.23 billion euros for the financial 12 months.

This rebound became as soon as led by robust performance in the Asia Pacific, which surged 11.8 p.c in the fourth quarter to 480.5 million euros, driven by mainland China. However the nation alone became as soon as now no longer adequate to conclude the location’s beefy-12 months sales from falling 3.2 p.c when compared with 2019 ranges, all the intention down to 1.48 billion euros.

Given the importance of those world markets, Puma doubled down on establishing local relevance, particularly thru sports activities, influencers, and verbal exchange platforms. This became as soon as now no longer handiest reflected in the tag’s return to basketball and collaboration with grammy-winning artist J. Cole, however also its increasing partnerships with popular Chinese language abilities, including actors Yang Yang, Li Xian, and Liu Haoran besides to supermodel Liu Wen

The emblem extra grew its China footprint by leveraging the nation’s most appealing buying vacation, Singles’ Day, logging 2.8 million orders and 80 million euros in earnings over the week. And already, Puma is making correct on its scheme to originate extra products particular to the market, partnering with Hong Kong-basically based artist Michael Lau, “The Godfather of Toy Figures,” to ring in the contemporary 12 months. 

That acknowledged, all Puma products did effectively in the fourth quarter, with apparel rising 15.7 p.c, tools up 7.3 p.c, and sneakers increasing 3.8 p.c.

“We clearly ask a working articulate in the overall world,” CEO Bjorn Gulden told journalists, adding that orders for 2021 are up nearly 30 p.c when compared with last 12 months, particularly for working products. 

This tracks with Puma’s Q3 outcomes, which confirmed an impressive demand for performance-associated products, particularly for particular person sports activities esteem working or ice climbing. With the healthy dwelling sort anticipated to persist after the pandemic, the sporting items sector is positioned to climate the crisis higher than most.

However Puma isn’t out of the storm steady yet. With nearly half of its retail shops in Europe mild closed and other markets working underneath vital restrictions, the apparel maker is bracing for affect in the first half of 2021. On the opposite hand, the tag is also assured that its quickly Q4 recovery and robust expose book — on the side of world efforts to wrestle the virus — will lead to a reasonable sales bump later this 12 months.

“I am convinced that 2021 will seemingly be a bigger 12 months for us than 2020,” Gulden acknowledged. Knock on wooden. 

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