Skip to main content
BoF Logo

The Business of Fashion

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

Puma Sees Sales Hit From China Backlash and Freight Delays

Puma store
Puma store. Shutterstock. (Shutterstock)

German sportswear company Puma expects a consumer backlash against Western brands in China and congestion at ports to hit its sales though it gave an upbeat outlook for 2021 following a strong first quarter.

Brands including Puma and rivals Nike and Adidas faced online attacks in China last month over statements about their sourcing of cotton from Xinjiang after reports of human rights abuses against Uyghur Muslims.

“We can still see that trend is continuing. There is less activity in the Western brand stores than there would have been if tension wasn’t there,” Puma Chief Executive Bjorn Gulden told reporters.

Before the backlash, Puma’s sales in greater China had been growing strongly, rising 40 percent in the first quarter.

ADVERTISEMENT

Western governments and rights groups have accused authorities in the western region of Xinjiang of detaining and torturing Uyghurs in camps. Beijing denies the accusations.

Puma has previously said it has no direct or indirect business relationship with any manufacturer in Xinjiang.

Overall, Puma reported a 26 percent rise in first-quarter sales to €1.549 billion ($1.9 billion) after adjustments for currency fluctuations, while net profit jumped to €109 million, both beating average analyst estimates.

Puma’s shares, up two-thirds in the last year, were down 2.9 percent at 09.40 am GMT.

It expects full-year sales to increase by a “mid-teens” percentage and significantly better profitability than last year.

Puma is benefiting from people doing more sport as they try to lose weight after coronavirus lockdowns, a trend it hopes will get another boost after the Tokyo Olympics and the European soccer championships, Gulden said.

However, Puma faces problems getting products made in Asia to key markets due to container shortages and port congestion, especially in North America, following Covid-19 outbreaks among dockworkers and safety restrictions.

While the situation has improved somewhat in the last month or so, Gulden said Puma was still seeing delays of two to three weeks on many shipments, while the cost of freight had doubled and prices were locked in for the next 12 months.

ADVERTISEMENT

Nike last month reported quarterly sales below estimates due to shipping issues and the pandemic-related slump at stores, forecasting “low-to-mid-teens” full-year revenue growth.

Puma said the pandemic would continue to weigh on its business throughout 2021 with about 30 percent of stores selling its products in Europe and Latin America still closed and new restrictions expected in India, Canada and Turkey.

By Emma Thomasson; editors: Maria Sheahan, Louise Heavens and David Clarke.

In This Article
Topics

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

More from Retail
Chronicle the ‘Retail Apocalypse’ and emerging retail models, including DTC brands.

Op-Ed | How Long Can Adidas Surf the ‘Terrace’ Trend?

As a push to maximise sales of its popular Samba model starts to weigh on its desirability, the German sportswear giant is betting on other retro sneaker styles to tap surging demand for the 1980s ‘Terrace’ look. But fashion cycles come and go, cautions Andrea Felsted.


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.


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