{"id":152787,"date":"2026-07-31T15:28:03","date_gmt":"2026-07-31T13:28:03","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=152787"},"modified":"2026-07-31T15:28:04","modified_gmt":"2026-07-31T13:28:04","slug":"puma-limite-ses-pertes-trimestrielles-mais-la-baisse-de-son-chiffre-daffaires-saccelere","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/puma-limite-ses-pertes-trimestrielles-mais-la-baisse-de-son-chiffre-daffaires-saccelere\/","title":{"rendered":"Puma limite ses pertes trimestrielles, mais la baisse de son chiffre d&rsquo;affaires s&rsquo;acc\u00e9l\u00e8re"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Chez <strong>Puma<\/strong>, la perte d&rsquo;exploitation a \u00e9t\u00e9 divis\u00e9e par deux au deuxi\u00e8me trimestre, malgr\u00e9 une nouvelle baisse des ventes. Le fabricant allemand d&rsquo;articles de sport table sur une reprise progressive au second semestre 2026.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Une nouvelle baisse<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Sur les six premiers mois, le chiffre d&rsquo;affaires s&rsquo;est \u00e9tabli \u00e0 3,55 milliards d&rsquo;euros, soit une baisse de 5,2 % par rapport \u00e0 l&rsquo;ann\u00e9e pr\u00e9c\u00e9dente. Au deuxi\u00e8me trimestre (hors effets de change), le chiffre d&rsquo;affaires a recul\u00e9 de 9,4 % pour s&rsquo;\u00e9tablir \u00e0 1,69 milliard d&rsquo;euros. La baisse s&rsquo;est ainsi acc\u00e9l\u00e9r\u00e9e par rapport au premier trimestre, o\u00f9 les ventes avaient recul\u00e9 de 1 % pour s&rsquo;\u00e9tablir \u00e0 1,86 milliard d&rsquo;euros. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Puma attribue notamment cette \u00e9volution moins favorable \u00e0 la rationalisation de son r\u00e9seau de distribution et \u00e0 la r\u00e9duction des promotions importantes. Ces mesures p\u00e8sent sur le chiffre d\u2019affaires \u00e0 court terme, mais devraient am\u00e9liorer la rentabilit\u00e9 de mani\u00e8re structurelle. Le r\u00e9sultat avant int\u00e9r\u00eats et imp\u00f4ts (EBIT) a baiss\u00e9, passant de 109,1 millions d\u2019euros l\u2019ann\u00e9e pr\u00e9c\u00e9dente \u00e0 53,1 millions d\u2019euros. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Une croissance uniquement en Asie<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Les performances ont toutefois vari\u00e9 consid\u00e9rablement d\u2019un march\u00e9 \u00e0 l\u2019autre. En Europe, au Moyen-Orient et en Afrique, le chiffre d\u2019affaires a recul\u00e9 de 12,9 % pour s\u2019\u00e9tablir \u00e0 674,1 millions d\u2019euros. Puma y a \u00e9t\u00e9 confront\u00e9 \u00e0 une faible demande europ\u00e9enne et \u00e0 des perturbations au Moyen-Orient. En Am\u00e9rique du Nord, le chiffre d\u2019affaires a m\u00eame recul\u00e9 de 16,7 % et en Am\u00e9rique latine, de 13,8 %. L\u2019Asie-Pacifique a en revanche fait figure d\u2019exception, avec une croissance de 8,6 %.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les chaussures restent de loin le principal groupe de produits, mais le chiffre d&rsquo;affaires de cette cat\u00e9gorie a recul\u00e9 de 11,7 % pour s&rsquo;\u00e9tablir \u00e0 935,6 millions d&rsquo;euros. La croissance enregistr\u00e9e par les chaussures de course, les produits HYROX et les baskets basses n&rsquo;a pas suffi \u00e0 compenser le recul global. Le chiffre d&rsquo;affaires des v\u00eatements a baiss\u00e9 de 4,3 % pour s&rsquo;\u00e9tablir \u00e0 552,1 millions d&rsquo;euros, tandis que celui des accessoires a recul\u00e9 de 12 %.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00ab Vers un mod\u00e8le \u00e9conomique plus sain \u00bb<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Puma s&rsquo;attend toutefois \u00e0 ce que l&rsquo;\u00e9volution du chiffre d&rsquo;affaires s&rsquo;am\u00e9liore trimestre apr\u00e8s trimestre au cours du second semestre. Le groupe souhaite r\u00e9duire les remises, diminuer encore ses stocks et rationaliser davantage son r\u00e9seau de distribution. Pour l\u2019ensemble de l\u2019ann\u00e9e 2026, Puma table toutefois toujours sur une baisse du chiffre d\u2019affaires et une perte d\u2019EBIT comprise entre 50 et 150 millions d\u2019euros, incluant les co\u00fbts ponctuels li\u00e9s au programme d\u2019efficacit\u00e9.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le PDG Arthur Hoeld affirme que Puma a franchi au deuxi\u00e8me trimestre \u00ab des \u00e9tapes importantes vers un mod\u00e8le \u00e9conomique structurellement plus sain \u00bb en \u00ab r\u00e9duisant les inefficacit\u00e9s, en optimisant notre base de co\u00fbts et en am\u00e9liorant notre structure organisationnelle \u00bb. Dans le cadre d\u2019un repositionnement strat\u00e9gique, le groupe de sport a \u00e9galement recrut\u00e9 plusieurs cadres issus de concurrents tels qu\u2019Adidas, Nike et Asics.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le groupe britannique de distribution et d\u2019investissement <a href=\"https:\/\/www.retaildetail.fr\/news\/mode\/frasers-group-acquiert-une-participation-dans-puma\/\">Frasers Group a pris en mars une participation de 5,77 % dans Puma<\/a>. Frasers a constitu\u00e9 cette position en grande partie via des produits d\u00e9riv\u00e9s. Puma, quant \u00e0 lui, approvisionne \u00e0 grande \u00e9chelle la cha\u00eene de magasins Sports Direct, qui fait partie de Frasers.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Chez Puma, la perte d&rsquo;exploitation a \u00e9t\u00e9 divis\u00e9e par deux au deuxi\u00e8me trimestre, malgr\u00e9 une nouvelle baisse des ventes. Le fabricant allemand d&rsquo;articles de sport table sur une reprise progressive au second semestre 2026.<\/p>\n","protected":false},"author":5,"featured_media":152788,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[14,22],"tags":[770],"people":[],"extra":[43],"company":[979],"topic":[266],"region":[],"class_list":["post-152787","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode","tag-sportmode","extra-plus","company-puma","topic-resultats-financiers"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ 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