Puma SE Announces Ronald Reijmers as Vice President of Global Retail

Puma SE, the German‑based sports‑equipment and apparel manufacturer, has announced the appointment of Ronald Reijmers as Vice President of Global Retail. The news, released on 23 October 2025, is expected to influence the company’s strategic focus on retail operations across its worldwide network.

Executive Appointment and Strategic Implications

Reijmers will oversee all of Puma’s retail activities, a role that underscores the company’s intent to strengthen its direct‑to‑consumer footprint amid a challenging retail environment. The appointment follows a period of uncertainty highlighted by recent earnings forecasts that project the first annual loss in several years, a development that has drawn speculation about potential financial restructuring or external investment.

The move to place a seasoned retail executive at the helm of global retail signals Puma’s commitment to revitalising its product distribution and enhancing the customer experience across its store portfolio. Reijmers’ responsibilities will include the optimisation of in‑store operations, the integration of omnichannel strategies, and the expansion of digital sales channels.

Market Context

Puma’s shares, traded on Xetra under the ticker symbol PUMA, closed at €21.50 on 21 October 2025, falling well below the 52‑week low of €17.045 reached on 17 August 2025. The company’s market capitalisation stands at approximately €3.17 billion, while its price‑to‑earnings ratio currently reflects a negative value of ‑32.87, indicative of the losses anticipated for the current fiscal year.

The announcement came against a backdrop of subdued trading in the MDAX index, which remained largely flat on 23 October 2025. Investor sentiment across the broader European market was cautious, influenced by geopolitical tensions and uncertainties in global supply chains.

Forward‑Looking Statements

Puma’s board has indicated that the appointment of Ronald Reijmers is part of a broader effort to reposition the brand in a competitive retail landscape. While the company has not yet provided detailed financial projections following the appointment, stakeholders are monitoring how the new leadership will navigate the challenges of declining physical retail traffic and the need for digital transformation.

Conclusion

The elevation of Ronald Reijmers to Vice President of Global Retail marks a decisive step for Puma SE as it seeks to reinvigorate its retail strategy in the face of recent earnings setbacks. Investors and market observers will be watching closely to assess how this leadership change translates into operational improvements and, ultimately, shareholder value.