Puma appoints Ronald Reijmers as vice-president, global retail

Puma has appointed Ronald Reijmers as vice president, global retail. The 55-year-old will take up his new position on November 1 and, in this capacity, will oversee the development of the company’s full-price and outlet stores worldwide. He will report to Puma’s chief commercial officer Matthias Bäumer.

Reijmers brings nearly 30 years of experience in the sports industry and has held senior roles in retail strategy and management at Nike, Adidas and, most recently, Gymshark.

To accelerate growth and sharpen its focus in a rapidly changing environment, the sporting goods manufacturer has adjusted its organisational structure and split its direct-to-consumer (DTC) business into two separate divisions: Global Retail and Global E-Commerce. Erik Janshen, who previously led both divisions, has decided to leave Puma to pursue new professional challenges outside the company.

“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,” said Puma’s chief commercial officer Matthias Bäumer. “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 plans to announce who will lead its global e-commerce business in the coming weeks.

In the second quarter, group sales fell by 2% at constant currency rates to just over 1.94 billion euros. The company also slipped into the red, reporting a loss before interest and taxes of 13.2 million euros. Against this backdrop, the management team led by CEO Arthur Hoeld expects a low double-digit percentage decline in sales at constant currency, as well as a loss before interest and taxes, in 2025.

The sporting goods manufacturer will publish its results for the third quarter on October 30.

FNW with dpa