Puma Taps Retail Veteran Ronald Reijmers to Lead Global Store Strategy

Puma has announced the appointment of Ronald Reijmers as its new Vice President, Global Retail. Effective November 1, the 55-year-old executive will assume responsibility for overseeing the strategic development and operations of Puma's full-price and outlet stores across the globe. Reijmers will report directly to Puma’s Chief Commercial Officer, Matthias Bäumer, signaling a significant move in the company's retail strategy.

Reijmers brings an impressive nearly three decades of experience within the sports industry to his new role. His extensive background includes senior leadership positions focused on retail strategy and management at prominent brands such as Nike and Adidas, and most recently, Gymshark. His proven track record is expected to be instrumental in driving Puma's retail channel forward.

This key appointment comes as Puma implements a significant adjustment to its organizational structure, designed to accelerate growth and enhance focus within a rapidly evolving market landscape. The sporting goods manufacturer has split its direct-to-consumer (DTC) business into two distinct divisions: Global Retail and Global E-Commerce. This restructuring follows the departure of Erik Janshen, who previously led both divisions and has decided to pursue new professional challenges outside of Puma.

Matthias Bäumer, Puma’s Chief Commercial Officer, expressed his enthusiasm for the new hire, stating, “Ronald is a highly experienced leader with a strong track record across the industry, who will bring a deep global expertise in retail strategy and operations and help us build momentum in our global retail channel.” Bäumer also extended his gratitude to the outgoing executive, adding, “I want to thank Erik for building a strong foundation for a more holistic and profitable direct-to-consumer business and wish him all the best for the future.”

Puma is currently in the process of identifying a leader for its new Global E-Commerce division, with an announcement expected in the coming weeks. This strategic unbundling of its DTC operations underscores Puma’s commitment to optimizing its customer outreach and sales channels in a competitive environment.

The company’s strategic adjustments are set against a challenging financial backdrop. In the second quarter, Puma reported a 2% decline in group sales at constant currency rates, totaling just over 1.94 billion euros. The period also saw the company slip into the red, recording a loss before interest and taxes of 13.2 million euros. Looking ahead to 2025, the management team, led by CEO Arthur Hoeld, anticipates a low double-digit percentage decline in sales at constant currency, coupled with a projected loss before interest and taxes.

Puma is scheduled to publish its results for the third quarter on October 30, which will provide further insight into its financial performance and the impact of its ongoing strategic initiatives. (FNW with dpa)