Puma has named Ronald Reijmers as its new Vice President- Global Retail. The 55-year-old is set to start his new role on November 1, 2025 where he will oversee the development of the company's full-price and outlet stores across the globe. He will report directly to Matthias Bäumer, Chief Commercial Officer, Puma.
Reijmers brings nearly 30 years of experience in the sports industry, having held senior retail strategy and management positions at Nike, Adidas, and, most recently, Gymshark.
In an effort to accelerate growth and sharpen its focus in a quickly changing market, the sporting goods brand has adjusted its organizational structure. It has split its direct-to-consumer (DTC) business into two distinct divisions: Global Retail and Global E-Commerce.
Having previously led both the divisions, Erik Janshen has decided to leave Puma to pursue new professional opportunities outside the company.
A highly experienced leader with a strong track record across the industry, Reijmers will bring a deep global expertise in retail strategy and operations and help Puma build momentum in it global retail channel, says Matthias Baumer, Chief Commercial Officer. The brand also plans to announce the leader of its Global E-Commerce division in the coming weeks.
In Q2, FY26, Puma’ sales declined by 2 per cent at constant currency rates, coming in at just over €1.94 billion. The company also reported a loss before interest and taxes (EBIT) of €13.2 million.
Given these results, led by Arthur Hoeld, CEO, the brand’s management team projects sales to decline by a low double-digit percentage at constant currency, along with an EBIT loss, for the FY25.
