{"id":158251,"date":"2026-10-30T15:41:24","date_gmt":"2026-10-30T14:41:24","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=158251"},"modified":"2026-10-30T15:41:26","modified_gmt":"2026-10-30T14:41:26","slug":"puma-reste-dans-le-flou-mais-entrevoit-la-lumiere-au-bout-du-tunnel","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/puma-reste-dans-le-flou-mais-entrevoit-la-lumiere-au-bout-du-tunnel\/","title":{"rendered":"Puma reste dans le flou, mais entrevoit la lumi\u00e8re au bout du tunnel"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Le chiffre d&rsquo;affaires de <strong>Puma <\/strong>continue de reculer et le fabricant d&rsquo;articles de sport reste dans le rouge. Il y a toutefois des raisons d&rsquo;esp\u00e9rer : une forte r\u00e9duction des stocks et un chiffre d&rsquo;affaires sup\u00e9rieur aux pr\u00e9visions indiquent que le plan de redressement commence \u00e0 porter ses fruits. Le nouvel actionnaire majoritaire chinois, <strong>Anta Sports<\/strong>, devrait \u00e9galement contribuer \u00e0 inverser la tendance.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Forte baisse des stocks<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Le fabricant allemand d&rsquo;articles de sport Puma a vu son chiffre d&rsquo;affaires reculer de 5 % au troisi\u00e8me trimestre, pour s&rsquo;\u00e9tablir \u00e0 1,78 milliard d&rsquo;euros. \u00c0 taux de change constants, la baisse s\u2019est \u00e9lev\u00e9e \u00e0 6,3 %, contre 9,4 % au trimestre pr\u00e9c\u00e9dent. L\u2019Am\u00e9rique du Nord (-17,2 %) et l\u2019Europe, le Moyen-Orient et l\u2019Afrique (-11,5 %) ont notamment affich\u00e9 de faibles performances. En Asie-Pacifique, en revanche, le chiffre d&rsquo;affaires a progress\u00e9 de 10 %, gr\u00e2ce \u00e0 la popularit\u00e9 des baskets basses.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Puma est confront\u00e9e \u00e0 une faible demande des consommateurs et \u00e0 des stocks \u00e9lev\u00e9s chez ses partenaires grossistes. De plus, la marque r\u00e9duit d\u00e9lib\u00e9r\u00e9ment sa collaboration avec les d\u00e9taillants grand public afin de renforcer son positionnement haut de gamme. Cette strat\u00e9gie entra\u00eene une baisse du chiffre d\u2019affaires \u00e0 court terme, mais devrait permettre de restaurer la valeur de la marque \u00e0 plus long terme.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Une bou\u00e9e de sauvetage chinoise<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Le principal point positif concerne la situation des stocks. Puma a r\u00e9ussi \u00e0 r\u00e9duire ses stocks de 24,3 %, gr\u00e2ce \u00e0 une baisse des volumes d\u2019achat, et a ainsi d\u00e9j\u00e0 atteint le niveau que l\u2019entreprise ne comptait atteindre qu\u2019\u00e0 la fin de l\u2019ann\u00e9e. La marge brute s\u2019est \u00e9galement am\u00e9lior\u00e9e, gr\u00e2ce \u00e0 une baisse des co\u00fbts d\u2019achat et \u00e0 un remboursement de 29,8 millions d\u2019euros de droits d\u2019importation. Au final, le r\u00e9sultat net s&rsquo;est toutefois sold\u00e9 par une perte de 54,9 millions d&rsquo;euros, contre 62,3 millions d&rsquo;euros un an plus t\u00f4t.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">L\u2019arriv\u00e9e d\u2019Anta Sports offre \u00e9galement des perspectives : le g\u00e9ant chinois des articles de sport a rachet\u00e9 en octobre une participation d\u2019environ 29 % \u00e0 la famille Pinault. Anta est d\u00e9sormais le principal actionnaire de la marque allemande. Le PDG Arthur Hoeld y voit donc surtout des opportunit\u00e9s de croissance en Chine. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le chiffre d&rsquo;affaires de Puma continue de reculer et le fabricant d&rsquo;articles de sport reste dans le rouge. Il y a toutefois des raisons d&rsquo;esp\u00e9rer : une r\u00e9duction significative des stocks et un chiffre d&rsquo;affaires sup\u00e9rieur aux pr\u00e9visions indiquent que le plan de redressement commence \u00e0 porter ses fruits. Le nouvel actionnaire majoritaire chinois, Anta Sports, devrait \u00e9galement contribuer \u00e0 inverser la tendance.<\/p>\n","protected":false},"author":10,"featured_media":158252,"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":[470],"class_list":["post-158251","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode","tag-sportmode","extra-plus","company-puma","topic-resultats-financiers","region-allemagne"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Puma reste dans le flou, mais entrevoit la lumi\u00e8re au bout du tunnel - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/fr\/news\/mode\/puma-reste-dans-le-flou-mais-entrevoit-la-lumiere-au-bout-du-tunnel\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Puma reste dans le flou, mais entrevoit la lumi\u00e8re au bout du tunnel - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Le chiffre d&#039;affaires de Puma continue de reculer et le fabricant d&#039;articles de sport reste dans le rouge. Il y a toutefois des raisons d&#039;esp\u00e9rer : une r\u00e9duction significative des stocks et un chiffre d&#039;affaires sup\u00e9rieur aux pr\u00e9visions indiquent que le plan de redressement commence \u00e0 porter ses fruits. Le nouvel actionnaire majoritaire chinois, Anta Sports, devrait \u00e9galement contribuer \u00e0 inverser la tendance.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.retaildetail.be\/fr\/news\/mode\/puma-reste-dans-le-flou-mais-entrevoit-la-lumiere-au-bout-du-tunnel\/\" \/>\n<meta property=\"og:site_name\" content=\"RetailDetail BE\" \/>\n<meta property=\"article:published_time\" content=\"2026-10-30T14:41:24+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-10-30T14:41:26+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/10\/Puma-schoenen.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1000\" \/>\n\t<meta property=\"og:image:height\" content=\"666\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Jorg Snoeck\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jorg Snoeck\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"NewsArticle\",\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/fr\\\/news\\\/mode\\\/puma-reste-dans-le-flou-mais-entrevoit-la-lumiere-au-bout-du-tunnel\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/fr\\\/news\\\/mode\\\/puma-reste-dans-le-flou-mais-entrevoit-la-lumiere-au-bout-du-tunnel\\\/\"},\"author\":{\"name\":\"Jorg Snoeck\",\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/nl\\\/#\\\/schema\\\/person\\\/71d9b89376db00e9b1aa8a2841e71a72\"},\"headline\":\"Puma reste dans le flou, mais entrevoit la lumi\u00e8re au bout du tunnel\",\"datePublished\":\"2026-10-30T14:41:24+00:00\",\"dateModified\":\"2026-10-30T14:41:26+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/fr\\\/news\\\/mode\\\/puma-reste-dans-le-flou-mais-entrevoit-la-lumiere-au-bout-du-tunnel\\\/\"},\"wordCount\":400,\"publisher\":{\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/nl\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/fr\\\/news\\\/mode\\\/puma-reste-dans-le-flou-mais-entrevoit-la-lumiere-au-bout-du-tunnel\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.retaildetail.be\\\/wp-content\\\/uploads\\\/2026\\\/10\\\/Puma-schoenen.jpg\",\"keywords\":[\"Sportmode\"],\"articleSection\":[\"Mode\",\"Mode\"],\"inLanguage\":\"fr-FR\",\"copyrightYear\":\"2026\",\"copyrightHolder\":{\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/#organization\"}},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/fr\\\/news\\\/mode\\\/puma-reste-dans-le-flou-mais-entrevoit-la-lumiere-au-bout-du-tunnel\\\/\",\"url\":\"https:\\\/\\\/www.retaildetail.be\\\/fr\\\/news\\\/mode\\\/puma-reste-dans-le-flou-mais-entrevoit-la-lumiere-au-bout-du-tunnel\\\/\",\"name\":\"Puma reste dans le flou, mais entrevoit la lumi\u00e8re au bout du tunnel - 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