Puma looks to “re-energise” in 2013
22/02/2013
Footwear grew by 3.6% to EUR 1.6 billion, while the increase in apparel sales was higher at 11.2%, reaching EUR 1.15 billion. Sales of accessories increased by 20.7% to reach a value of EUR 523.6 million.
Specific to footwear, the company said its Lifestyle footwear ranges had sold well and it even gave a special mention to the much-maligned (by the company itself in statements in October 2012) Puma Suede, which it admitted had sold particularly well in the fourth quarter of 2012 in developed countries.
Puma said 2012 had been “a year full of major sports highlights”, including the Olympic Games in London and the Euro 2012 football tournament in Ukraine and Poland.
In terms of product, 2013 will be a pioneering year for Puma, the company said on releasing its results. It said it would set out to “re-energise its performance positioning” through the introduction of a new cross-category brand platform: The Nature of Performance, which will “unify all performance categories with a consistent voice, look and feel”.
A collection of new products in the football, running, training, fitness and golf categories will result from this change, the company said.
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