{"id":152756,"date":"2026-07-31T15:25:16","date_gmt":"2026-07-31T13:25:16","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=152756"},"modified":"2026-07-31T15:25:18","modified_gmt":"2026-07-31T13:25:18","slug":"puma-beperkt-kwartaalverlies-maar-omzetkrimp-versnelt","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/mode\/puma-beperkt-kwartaalverlies-maar-omzetkrimp-versnelt\/","title":{"rendered":"Puma beperkt kwartaalverlies, maar omzetkrimp versnelt"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Bij <strong>Puma <\/strong>halveerde operationele verlies in het tweede kwartaal, ondanks een verdere terugval van de verkopen. De Duitse sportartikelenfabrikant rekent op een geleidelijk herstel in de tweede helft van 2026.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Nog verder bergaf<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Over de eerste zes maanden kwam de omzet uit op 3,55 miljard euro, 5,2% minder dan een jaar eerder. De omzet daalde in het tweede kwartaal (zonder wisselkoerseffecten) met 9,4% tot 1,69 miljard euro. Daarmee versnelde de krimp tegenover het eerste kwartaal, toen de verkopen met 1% terugliepen tot 1,86 miljard euro. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Puma schrijft de zwakkere ontwikkeling onder meer toe aan de opschoning van zijn distributienetwerk en de afbouw van forse promoties. Die maatregelen drukken op korte termijn de omzet, maar moeten de winstgevendheid structureel verbeteren. Het verlies voor rente en belastingen, of EBIT, daalde van 109,1 miljoen euro een jaar eerder naar 53,1 miljoen euro. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Alleen groei in Azi\u00eb<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">De prestaties liepen weliswaar sterk uiteen per markt. In Europa, het Midden-Oosten en Afrika zakte de omzet met 12,9% tot 674,1 miljoen euro. Puma kampte er met een zwakke Europese vraag en verstoringen in het Midden-Oosten. In Noord-Amerika daalde de omzet zelfs met 16,7% en in Latijns-Amerika met 13,8%. Azi\u00eb-Pacific vormde daarentegen de uitzondering, met een groei van 8,6%.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Schoenen blijven veruit de grootste productgroep, maar de omzet in die categorie daalde met 11,7% tot 935,6 miljoen euro. Groei bij hardloopschoenen, HYROX-producten en lage sneakers kon de bredere teruggang niet compenseren. De kledingomzet daalde met 4,3% tot 552,1 miljoen euro, accessoires leverden 12% in.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">&#8220;Naar gezonder bedrijfsmodel&#8221;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Toch verwacht Puma dat de omzetontwikkeling in de tweede jaarhelft kwartaal na kwartaal verbetert. Het concern wil minder kortingen geven, de voorraden verder verlagen en de distributie strakker organiseren. Voor heel 2026 rekent Puma wel nog altijd op een omzetdaling en een EBIT-verlies tussen 50 miljoen en 150 miljoen euro, inclusief eenmalige kosten voor het effici\u00ebntieprogramma.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Topman Arthur Hoeld stelt dat Puma in het tweede kwartaal \u201cbelangrijke stappen naar een structureel gezonder bedrijfsmodel\u201d heeft gezet door \u201cineffici\u00ebnties te verminderen, onze kostenbasis te optimaliseren en onze organisatiestructuur te verbeteren\u201d. Voor een strategische herpositionering haalde de sportgroep ook verschillende managers van concurrenten als Adidas, Nike en Asics aan boord.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">De Britse winkel- en investeringsgroep <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/mode\/frasers-group-neemt-belang-in-worstelend-puma\/\">Frasers Group nam in maart een belang van 5,77% in Puma<\/a>. Frasers bouwde die positie grotendeels op via derivaten. Puma levert op zijn beurt op grote schaal aan winkelketen Sports Direct, die deel uitmaakt van Frasers.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Bij Puma halveerde operationele verlies in het tweede kwartaal, ondanks een verdere terugval van de verkopen. De Duitse sportartikelenfabrikant rekent op een geleidelijk herstel in de tweede helft van 2026.<\/p>\n","protected":false},"author":5,"featured_media":140674,"comment_status":"open","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],"tags":[770],"people":[],"extra":[43],"company":[979],"topic":[88],"region":[],"class_list":["post-152756","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode","tag-sportmode","extra-plus","company-puma","topic-bedrijfsresultaten"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Puma beperkt 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