Skip to main content
BoF Logo

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.

Puma Sets 2022 Sales Targets to Better Rival Adidas and Nike

The German sportswear brand expects to boost underlying sales by around 10 percent each year up to 2022, bringing its profitability closer to that of its larger rivals.
Selena Gomez for Puma | Source: Courtesy
By
  • Reuters

BERLIN, Germany — German sportswear brand Puma expects to boost underlying sales by around 10 percent a year up to 2022 and bring its profitability closer to that of larger rivals Adidas and Nike, it said on Tuesday.

Puma's shares were up 2.9 percent at 1005 GMT, the biggest German small-cap gainer. The stock had dipped after French parent Kering said in January it would spin off the brand before rallying on an upbeat 2018 outlook last month.

Puma issued the medium-term targets ahead of a capital markets day.

Chief executive Bjorn Gulden has said he still expects Kering and France's Pinault family, which controls Kering, to remain long-term shareholders and does not plan a big strategy shift.

ADVERTISEMENT

Gulden has revived Puma's fortunes by sponsoring top soccer teams and partnering with celebrities including singer Rihanna, but its profitability lags well behind bigger local rival Adidas and market leader Nike.

Puma said on Tuesday it wants to lift its operating profit margin to about 10 percent of sales by 2022 at the latest, up from the 5.6 percent it reported in 2017, and versus 9.8 percent at Adidas and the 13.8 percent Nike saw in fiscal 2016/17.

Shares in Adidas jumped last week after it raised its operating margin target to 11.5 percent for 2020.

Puma also said it will propose a dividend of between 25 and 35 percent of consolidated net earnings starting in 2019.

Puma last month said it expects to increase its operating profit by another third in 2018 and lift sales by 10 percent, predicting a recovery in soccer sales even after top team Italy failed to qualify for this year's World Cup.

By Emma Thomasson; editor: Victoria Bryan.

© 2024 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from News & Analysis
Fashion News, Analysis and Business Intelligence from the leading digital authority on the global fashion industry.
view more

Subscribe to the BoF Daily Digest

The essential daily round-up of fashion news, analysis, and breaking news alerts.

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON
The Business of Beauty Global Awards - Deadline 30 April 2024
© 2024 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions, Privacy Policy, Cookie Policy and Accessibility Statement.
The Business of Beauty Global Awards - Deadline 30 April 2024