Fashion
Germany’s Puma’s Q3 sales drop 10.4% as brand executes strategic reset
The gross profit margin fell by 260 basis points to 45.2 per cent, primarily due to elevated promotional activity in the wholesale channel, inventory write-downs, and increased freight costs. This was partially cushioned by a favourable mix shift towards direct-to-consumer (DTC).
Puma’s Q3 2025 sales have declined 10.4 per cent on a currency-adjusted basis to €1,955.7 million (~$2.27 billion) amid distribution clean-up, reduced wholesale exposure, and fewer e-commerce promotions.
The brand reported a net loss of €62.3 million (~$72.3 million) and a 45.2 per cent gross margin.
CEO Arthur Hoeld reaffirmed 2025 as a ‘year of reset’.
Operating expenses, excluding one-time costs, decreased 2.6 per cent to €850.6 million, reflecting early benefits from the cost-efficiency programme. However, marketing costs rose as a share of sales due to reduced revenues. Adjusted EBIT dropped sharply to €39.5 million from €237.0 million a year earlier, while reported EBIT came in at €29.4 million after accounting for €10.1 million in one-time restructuring costs. Consequently, the EBIT margin fell to 1.5 per cent. Net loss stood at €62.3 million compared with a €127.8 million net profit in the same period last year. Earnings per share came in at negative €0.42.
The company faced multiple challenges during the quarter, including muted brand momentum, elevated inventory levels across the trade, and lower-quality distribution, as part of its ongoing strategic reset aimed at strengthening long-term brand health by reducing undesirable wholesale business, curbing promotions, and improving inventory quality, Puma said in a press release.
Wholesale revenue decreased 15.4 per cent (currency-adjusted) to €1,385.7 million, reflecting reduced exposure to low-margin channels in North America, Europe, Middle East, and Africa (EMEA), and Latin America. The company also phased out undesirable business and executed significant takebacks to clear excess inventory from trade partners.
DTC sales, however, grew by 4.5 per cent (currency-adjusted) to €570 million, driven by a 5.6 per cent increase in e-commerce and a 3.9 per cent rise in owned and operated retail stores. This boosted the DTC share to 29.1 per cent from 25.1 per cent in Q3 2024, as the company shifted focus towards higher-margin, brand-controlled channels.
Sales fell across all key regions due to the ongoing reset. In the Americas, sales decreased 15.2 per cent (currency-adjusted) to €678.1 million, largely due to reduced exposure to mass merchants in North America. The US market was particularly affected given its significant share of wholesale business. The Asia/Pacific region recorded a 9 per cent decline to €367.1 million, primarily due to a drop in Greater China’s wholesale business, partially offset by growth in DTC. In the Europe, Middle East, and Africa (EMEA) region, sales declined 7.1 per cent to €910.6 million, impacted by takebacks and the deliberate scaling back of low-quality wholesale business.
All product divisions were affected by the strategic reset. Footwear sales declined by 9.9 per cent (currency-adjusted) to €1,045.8 million, with broad-based softness across most categories. Nonetheless, the Speedcat family within the Sportstyle Prime segment performed well, especially in the Asia-Pacific region. Performance categories such as Basketball and Performance Running showed resilience, driven by successful launches like the HALI 1 basketball shoe and Velocity NITRO 4 running shoe.
Apparel sales decreased by 12.8 per cent to €635.5 million, reflecting weaker performance in Sportstyle, while growth in Training—bolstered by Puma’s exclusive HYROX partnership—along with Motorsport and Basketball, provided partial offsets. Accessories declined 6.1 per cent to €274.4 million.
For the first nine months of 2025, Puma’s sales decreased 4.3 per cent (currency-adjusted) to €5,973.9 million, while reported sales dropped 8.5 per cent. Wholesale declined 8.6 per cent, while DTC rose 8.4 per cent—driven by strong e-commerce growth of 14.2 per cent and retail growth of 5.2 per cent. DTC’s share of total sales increased to 28.8 per cent from 25.5 per cent.
Gross profit margin for the nine months decreased 130 basis points to 46.1 per cent due to higher promotions and currency headwinds. Adjusted EBIT fell to €102.0 million from €513.2 million, while one-time costs and impairments led to a reported EBIT loss of -€10.7 million. The company posted a net loss of €308.9 million for the period, compared to a €257.1 million profit in 2024.
“At the end of July, we stated that 2025 would be a year of reset. Since then, we have taken important steps to clean up Puma’s distribution, improve our cash management and reset our operational expenses. By expanding our cost efficiency programme, we are moving quickly to address challenges and make the business more efficient and resilient. With third-quarter results meeting our expectations, we remain committed to executing these measures with discipline,” said Arthur Hoeld, chief executive officer (CEO) of Puma.
“I strongly believe the Puma brand has incredible potential with more than 77 years of history, one of the best product archives in the industry and huge credibility in many major sports. We have identified the areas in which we need to take decisive action and outlined our strategic priorities to become one global sports brand with globally resonating product ranges and inspiring storytelling across markets. With these strategic priorities, we have the clear ambition to establish Puma as a Top 3 sports brand globally, returning to above industry growth and generating healthy profits in the medium term,” added Hoeld.
Puma has expanded its cost-efficiency programme to include a targeted reduction of approximately 900 additional white-collar roles globally by the end of 2026. The company expects these actions, alongside its distribution reset and focus on brand consistency, to create a leaner and more agile operating structure, added the release.
Despite ongoing macroeconomic and geopolitical uncertainty, Puma confirmed its full-year 2025 outlook, expecting sales to decline by a low double-digit percentage on a currency-adjusted basis and a reported EBIT loss for the year. Capital expenditures are projected around €250 million.
Fibre2Fashion News Desk (SG)
Fashion
China rolls out tariff cuts on Congo imports from April 1
The measure implements tariff reduction commitments made under the ‘Early Harvest Arrangement of the Agreement on Economic Partnership for Shared Development’ between the two countries.
China will implement preferential tariff rates on selected imports from the Republic of the Congo starting April 1 under the Early Harvest Arrangement of their economic partnership agreement.
The move announced by the Customs Tariff Commission, is aimed at fulfilling tariff reduction commitments, enhancing bilateral trade cooperation and advancing long-term economic ties between the two countries.
The commission said the move is in line with China’s tariff law and reflects the country’s continued efforts to expand opening-up and strengthen trade ties with African partners.
Officials stated that the preferential tariff treatment will help deepen bilateral economic and trade cooperation and support the development of a higher-level community with a shared future between China and the Republic of the Congo.
The Early Harvest Arrangement, signed in November 2025, marked the first such agreement of its kind between China and an African country, paving the way for broader market access and phased tariff reductions.
Fibre2Fashion News Desk (JP)
Fashion
More risk from Iran war to Bangladesh, Pakistan, Sri Lanka: S&P Global
These countries are particularly vulnerable to rising oil prices and potential supply disruptions, it noted in a recent article.
The Iran war poses a greater risk to Bangladesh, Pakistan and Sri Lanka, and to a lesser extent Laos, due to their high dependence on imported energy and limited reserves, S&P Global Ratings said.
These countries are particularly vulnerable to rising oil prices and potential supply disruptions.
All four governments are likely to see significant credit metric deteriorations, if the conflict is prolonged.
In our base case scenario, the war is unlikely to have a material impact on our sovereign ratings on these countries, but a more prolonged price and supply shock in global energy markets could cause more pronounced credit damage.
Pakistan, Sri Lanka, and Bangladesh are showing signs of economic recovery. The three countries have made progress, but sustained high energy prices and potential disruptions to trade and remittances could derail their fragile economies.
S&P Global Ratings believes the higher-income Asia-Pacific (APAC) economies are better placed to weather temporary disruptions to oil and gas supply from the Middle East.
Even where they are highly dependent on imported energy, they generally have more significant oil reserves to meet the shortfall in imports. They also have financial resources to acquire available supply in the spot oil and gas markets to secure needed energy, the rating agency noted.
Lower-income economies in the region do not enjoy such flexibility. The sovereign ratings on some may face pressure if the supply disruption persists longer than our assumptions. Bangladesh, Laos, Pakistan and Sri Lanka are among this group. These economies have one thing in common: a high dependence on imported energy products.
The Middle East war is likely to have a more severe impact on these economies, due to their fuel import bills, and generally weaker fiscal and external reserves to withstand supply shortages and high oil prices.
Among the four sovereigns, Laos is likely to fare better due to the dominance of hydropower in its energy mix.
Bangladesh, with government revenues at only around 9 per cent of gross domestic product, has fewer options to cap electricity and fuel prices through fiscal means.
All four governments are likely to see significant credit metric deteriorations, through inflation and currency channels, if the Middle East conflict is prolonged. However, the impact on the agency’s ratings on these sovereigns may be limited, as the generally low rating levels have already captured a significant share of the risks.
S&P Global Ratings’ base case for the Middle East war assumes that elevated hostilities will persist into early April, with the Strait of Hormuz facing material disruptions.
Fibre2Fashion News Desk (DS)
Fashion
EU Parliament members set conditions for lowering tariffs on US items
On July 27, 2025, in Turnberry, Scotland, US President Donald Trump and European Commission President Ursula von der Leyen reached a deal on tariff and trade issues, outlined in a joint statement published on August 25.
EU Parliament members have adopted their position on two proposals implementing the tariff aspects of the EU-US Turnberry trade deal.
The texts, if agreed with EU members, will eliminate most tariffs on US industrial goods and offer preferential market access for many US seafood and agricultural goods.
The members strengthened the proposed suspension clause, and introduced ‘sunrise’ and ‘sunset’ clauses.
The texts, if agreed with EU member states, will eliminate most tariffs on US industrial goods and provide preferential market access for a wide range of US seafood and agricultural goods, in line with the commitments made in summer 2025 between the EU and the United States.
The MEPs strengthened the proposed suspension clause, which would allow the tariff preferences with the US to be suspended under a number of conditions.
For instance, the Commission would be able to propose suspending all or some trade preferences if the US were to impose additional tariffs exceeding the agreed 15-per cent ceiling, or any new duties on EU goods, a release from the Parliament said.
The suspension clause could also be activated if the US undermines the objectives of the deal, discriminated against EU economic operators, threatened member states’ territorial integrity, foreign and defence policies, or engaged in economic coercion, it noted.
The MEPs have introduced a ‘sunrise clause’ that means the new tariffs would only become effective if the US respects its commitments. These conditions include the US lowering its tariffs on EU products with a steel and aluminium content below 50 per cent, to a tariff of maximum 15 per cent.
Furthermore, for EU products with a steel and aluminium content of above 50 per cent, unless the US reduces its tariffs to a maximum of 15 per cent, EU tariff preferences for US exports of steel, aluminium and their derivative products would cease to apply six months after the entry into application of the regulation.
The members also agreed on an expiry date for the main regulation on March 31, 2028. This could only be extended via a new legislative proposal, to be submitted following a thorough impact assessment of the effects of the regulation.
The European Commission would be tasked with monitoring the impact of the new rules and would be able to suspend the new tariffs temporarily, should US imports reach a level that could cause serious harm to EU industry.
Fibre2Fashion News Desk (DS)
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