Kering is trying to sell its sports lifestyle brand Puma that it had purchased in 2007. One reason could be lack of synergy between Puma and the group's luxury labels such as Gucci or Balenciaga.
Puma’s sales are booming, and its financial indicators have been greatly improving for several quarters. Puma's dynamic market performance and its rallying operational margins could pave the way to a sale. The Kering group has finally recovered its outlay, after ten years, making Puma's sale more likely. Kering has a 86 per cent stake in the brand.
However, though Kering may intend to sell, there are few buyers who can afford an acquisition of this magnitude for a brand which is not yet as profitable as the likes of Nike or Adidas. So, Kering has several financial alternatives at its disposal: it could put Puma on the market, or demerge and distribute the equity among its shareholders. Through the sale, the French luxury goods giant could generate fresh capital for broadening its brand portfolio, and may prioritize an acquisition in the highly dynamic jewelry industry.
Sporting goods manufacturer Puma is based in Germany. Founded in 1948, it designs, develops and markets footwear, apparel and accessories. Puma offers performance and lifestyle products in team sports, running and training, golf and motorsport. It also has a dedicated line of golf equipment, apparel, footwear and accessories.