Skip to main content
BoF Logo

The Business of Fashion

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

Puma Uncertain About the Second Half of 2020 After Quarterly Sales Slump

The German sportswear brand saw its sales drop 30.7 percent to $975.34 million in the second quarter.
Puma store | Source: Shutterstock
By
  • Reuters

HERZOGENAURACH, Germany — German sportswear brand Puma on Wednesday said that uncertainty around the coronavirus made forecasts for the full-year impossible after the pandemic hit second quarter sales and profitability.

"The uncertainty surrounding the virus and the fact that the number of infected people globally is still increasing makes it impossible to determine an accurate financial outlook for the full year," said Chief Executive Bjoern Gulden.

Second-quarter sales fell a currency-adjusted 30.7 percent to €831 million ($975.34 million) and earnings before interest and taxes slumped to a loss of €114.8 million from a €80.3 million euros a year earlier in what Gulden called "the most difficult quarter I have ever experienced."

Sales lagged an average analyst forecast for €815 million and the EBIT loss was steeper than the analyst forecast of minus €113 million.

ADVERTISEMENT

Coronavirus lockdowns meant that 85 percent of global sports and fashion retail businesses were closed in the second quarter, Gulden said.

The company focused on ensuring financing and liquidity to survive the crisis and banked on more e-commerce although that was not sufficient to compensate for losses elsewhere.

In May, it secured a revolving credit facility of €900 million, including €625 million from state-owned German bank KfW.

The second quarter started with a 55 percent decline in sales in April and those in May were down 38 percent.

The sporting goods industry is benefiting from more people having taken up exercising.

Markets may recover by the end of the year 2020, and 2021 could show growth again but the risk of a second wave of infections remained very high, he said.

By Vera Eckert; editor: Louise Heavens

In This Article
Topics
Organisations

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

More from Retail
Analysis and advice from the front lines of the retail transformation.

How Rent the Runway Came Back From the Brink

The rental platform saw its stock soar last week after predicting it would hit a key profitability metric this year. A new marketing push and more robust inventory are the key to unlocking elusive growth, CEO Jenn Hyman tells BoF.


Why Esprit’s Ambitious Rebrand Fell Short

The company is in talks with potential investors after filing for insolvency in Europe and closing its US stores. Insiders say efforts to restore the brand to its 1980s heyday clashed with its owners’ desire to quickly juice sales in order to attract a buyer.


How Adidas Sambas Took Over the World

The humble trainer, once the reserve of football fans, Britpop kids and the odd skateboarder, has become as ubiquitous as battered Converse All Stars in the 00s indie sleaze years.


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