Puma business statistics

Posted on 07 November, 2021 by Danny McLoughlin

Top Puma business statistics

  • Puma SE (PUM) is valued at €16.88 billion
  • Puma generates €5.23 billion of sales each year
  • 96% of Puma products are sourced or manufactured in Asia
  • The three-person management board of Puma, including the CEO, were paid a combined €2.2 million in 2020, less than 5% of the Nike CEO’s total compensation in 2020
  • Puma spend €1 billion per year on marketing and retail expenses

Puma financial statistics

  • Puma’s revenue in 2020 was €5.23 billion
  • Puma’s revenues grew 51.51% from 2016 to 2019 before their growth was interrupted by the pandemic in 2020
  • In the 3rd quarter of 2020, Puma had their best-ever quarter generating sales of €1.58 billion
  • Puma pay €39.2 million in taxes at a rate of 24.2%

Puma sales by region

  • Puma sold €1.98 billion worth of product in their EMEA region (Europe, Middle East and Africa)
  • Puma generated sales of €1.77 billion in the Americas 
  • Puma generated sales of €1.47 billion in the Asia-Pacific region

Puma sales by channel

  • Puma’s wholesale revenue makes up 72.7% of all sales at €3.8 billion
  • Puma’s direct-to-consumer sales make up 27.2% of all sales at €1.42 billion
  • Direct to Consumer (Retail stores and e-commerce) increased by 6.4% despite the pandemic and sales at Puma’s own retail stores declined
  • This is due to the Puma e-commerce business growing by over 60%
  • Puma’s direct-to-consumer sales have almost doubled since 2016, growing by 97.2%
  • Puma’s licensing income from ​​royalties and commissions decreased by 36% to €16.1 million

Puma sales by product

  • Footwear makes up 45.2% of Puma sales at €2.37 billion
  • Apparel makes up 37.7% of Puma sales at €1.97 billion
  • Sales of Puma accessories total €892 million

Covid-19’s impact on Puma

  • At the start of the pandemic, Puma secured total credit lines of €1.8 billion 
  • €900 million of this was from KfW, the German state bank
  • Puma worked to protect suppliers, employee jobs, and wholesale retail partners
    • Retail partners were offered delayed deliveries and extended payment terms
    • Suppliers were asked to slow down production but not to cancel orders
    • Puma held more inventory in warehouses
    • Less than 1% of all orders from suppliers were canceled

Puma manufacturing and distribution

  • Puma outsources almost all of its production to 139 independent suppliers
  • These suppliers are in 31 countries around the world
  • 96% of Puma products are sourced or manufactured in Asia
  • 6 countries are responsible for 94% of all production 
    • Vietnam - 35%
    • China - 26%
    • Bangladesh - 14%
    • Cambodia - 13%
    • Indonesia - 4%

Puma Sustainability

  • 100% of the cotton used in Puma products is “more sustainable”
  • Puma uses 650 tons of plastic shopping bags each year
    • 400 tons in store
    • 250 tons in product packaging
    • Only 4.9% of these plastic bags contain recycled materials
  • 81% of Puma apparel contains at least 50% “more sustainable” material
  • This compares to 47% of accessories and 24% of footwear being made of more than 50% more sustainable materials

Puma employee statistics

  • Puma has 14,347 employees
  • Puma spends €441.9 million wages and salaries each year
  • The average salary for a Puma employee is €30,743 

  • There is a 50% to 50% male-to-female ratio of employees across all locations in which Puma operate
  • 29% of Puma employees are covered by a collective bargaining agreement

Department

No. of Employees

Marketing, retail and sales

10,761

R&D

1,049

Administration

2,564

  • The entire PUMA management board (3 members) were paid €2.2 million - working out at approximately €733,000 each if split equally
  • This is less than 5% of the Nike CEO’s total compensation in 2020
Author
Danny McLoughlin
Danny McLoughlin

Danny is a sports nut with a particular interest in football and running. He loves to watch sports as much as he loves to play. Danny was lead researcher on RunRepeat and The PFA’s report into Racial Bias in Football Commentary. His football and running research has been featured in The Guardian, BBC, New York Times and Washington Post.