{"id":147076,"date":"2026-04-30T17:05:22","date_gmt":"2026-04-30T15:05:22","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=147076"},"modified":"2026-04-30T17:05:24","modified_gmt":"2026-04-30T15:05:24","slug":"puma-klimt-uit-dal-met-nieuwe-cfo-en-eigenaar","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/mode\/puma-klimt-uit-dal-met-nieuwe-cfo-en-eigenaar\/","title":{"rendered":"Puma klimt uit dal met nieuwe CFO en eigenaar"},"content":{"rendered":"\n<p>De omzet zakte vorig kwartaal verder weg bij de geplaagde sportgroep <strong>Puma<\/strong>. Toch zijn er hoopgevende signalen: de winst ging er wel op vooruit en de gedeeltelijke overname door het Chinese <strong>Anta Sports<\/strong> geeft een extra duw in de rug. Nu moet ook een nieuwe CFO soelaas brengen.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">China opvallende groeier<\/h2>\n\n\n\n<p>Puma tekende een dalende omzet van 6,3% naar 1,86 miljard euro op in het eerste kwartaal van 2026, maar tegelijkertijd een fors stijgend (+19,6%) EBIT van 51,9 miljoen euro, ondanks 12,6 miljoen euro eenmalige kosten voor de sanering. De brutowinstmarge steeg met 60 basispunten naar 47,7%, gedreven door lagere voorraadreserves, lagere vrachtkosten en een groter aandeel directe verkoop aan consumenten (DTC). <\/p>\n\n\n\n<p>Regionaal presteerde Azi\u00eb\/Pacific het best met een omzetgroei van 7,9%, opvallend genoeg gedreven door China (+9%). De meeste westerse merken zien hun omzet in China de laatste jaren integendeel krimpen. EMEA (Europa, Midden-Oosten, Afrika) daalde met 10,4%, onder meer door zwakke vraag in Europa en geopolitieke spanningen in het Midden-Oosten. In Amerika groeide de omzet met 6,1%.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Ervaring met moeilijke merken<\/h2>\n\n\n\n<p>De benoeming van Mark Langer als nieuwe financieel directeur per 1 mei 2026 en de strategische investering van Anta Sports \u2013 China\u2019s grootste sportschoenenfabrikant \u2013 voor <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/mode\/anta-sports-verwerft-voor-18-miljard-dollar-belang-in-duitse-puma-en-wordt-grootste-aandeelhouder\/\">1,8 miljard euro (goed voor 29% van de aandelen)<\/a> geven aan dat Puma in een cruciale fase van het herstructureringsplan zit.<\/p>\n\n\n\n<p>Langer is voormalig CEO van <strong>Hugo Boss<\/strong> en was eerder financieel directeur bij <strong>Douglas<\/strong>. Hij &#8220;combineert diepgaande financi\u00eble expertise met een sterke leiderschapsvaardigheid en ervaring in complexe zakelijke omgevingen. Zijn trackrecord bij Hugo Boss en Douglas toont aan dat hij in staat is om in uitdagende markten winstgevende groei te realiseren&#8221;, zegt CEO Arthur Hoeld.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Voluit voor Azi\u00eb<\/h2>\n\n\n\n<p>Dat Anta Sports Puma\u2019s grootste aandeelhouder wordt, <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/algemeen\/opinie-verticale-integratie-hoe-china-de-volledige-keten-beheerst\/\">versterkt dan weer de &#8220;positie in Azi\u00eb<\/a> en biedt toegang tot nieuwe markten en distributienetwerken&#8221;. &#8220;Samen kunnen we schaalvoordelen realiseren en de concurrentie met Nike en Adidas aangaan&#8221;, aldus de nieuwe mede-eigenaar.<\/p>\n\n\n\n<p>CEO Arthur Hoeld benadrukt nogmaals dat 2026 een transitiejaar is. Hoewel de omzet voorlopig onder druk staat, kan onder andere het WK Voetbal voor herstel zorgen in de tweede helft van het jaar, met een terugkeer naar winstgevende groei in 2027.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>De omzet zakte vorig kwartaal verder weg bij de geplaagde sportgroep Puma. Toch zijn er hoopgevende signalen: de winst ging er wel op vooruit en de gedeeltelijke overname door het Chinese Anta Sports geeft een extra duw in de rug. Nu moet ook een nieuwe CFO soelaas brengen.<\/p>\n","protected":false},"author":5,"featured_media":136319,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[14],"tags":[],"people":[],"extra":[43],"company":[979],"topic":[88,478,281],"region":[177],"class_list":["post-147076","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode","extra-plus","company-puma","topic-bedrijfsresultaten","topic-managementwissel","topic-overname","region-duitsland"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Puma klimt uit dal met nieuwe CFO en eigenaar - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"De omzet zakte vorig kwartaal verder weg bij de geplaagde sportgroep Puma. 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