PUMA’s goal is to be “The Most Desirable Sportlifestyle Company”. Along its charted course PUMA makes use of the opportunities offered by the sportlifestyle market to strengthen its position in all categories and regions as one of the few multi-category brands. Selected categories and divisions are being developed with a view to achieving permanent value increases through unique brand positioning. PUMA is a sportlifestyle brand where product categories originate in Sport before being continued in Lifestyle and on through to Fashion.

 

From the current perspective, based on the strategic objectives and related expansion targets, the long-term potential of the company is estimated to be € 4 billion in sales. This long-term strategic objective is to be achieved through:

 

• Expansion of product categories

• Regional expansion

• Expansion with non-PUMA brands

 

The goal is to expand the existing product categories and to tap into new product categories, thus covering the entire spectrum of sports, lifestyle and fashion. New business fields/divisions must offer opportunities for generating new growth and for gaining an edge over competition in a unique manner.

 

Along with expansion of the product categories, regional expansion is also being pursued. To this end, the takeovers of license and distribution markets are a determining factor in consolidation of the respective businesses in the PUMA Group. This should lead to more rapid exploitation of existing brand potential in the respective markets, and its subsequent conversion into profitable growth. In addition, retail activities will also be given a boost over the long-term. This will enable a unique showcase for the brand, an immediate reaction to new trends, and correspondingly innovative products to be offered more rapidly on the market.

 

The ”Tretorn“ brand has been a part of PUMA’s portfolio since 2001. In 2008, the “Hussein Chalayan” brand was taken over within the context of acquisition of the majority stake in “Chalayan LLP”. In addition, the 100% stake in the corporate merchandising firm “Brandon Company AB” was acquired with effect from January 1, 2009. Acquisition of the Swedish company will enable PUMA to strengthen its core business and expand into new business areas such as merchandising and event marketing. Further acquisitions may follow if, after thorough evaluation and examination, they can contribute to a sustained value increase for the company.

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