While the Herzogenaurach competitor Adidas recently reported on exceeded expectations, neighbor Puma had to end the year with loss. Overall, the company achieved a group result of EUR 282 million, which means a decline of 7.6%. The sales for the year over the entire year rose by EUR 4.4% to EUR 8.82 billion, with an increase in the gross profit margin to 47.4% and an unchanged operating result (EBIT) of EUR 622 million and an EBIT margin of 7.1%.
“I am pleased that in 2024 we achieved a solid currency -adjusted sales growth and improved our gross profit margin,” says CEO Arne Freundt. “Despite these successes, I am not satisfied with our stagnating profitability. We have to tackle our current cost trend and have already taken important measures to improve the situation with our “NextLevel” program. ” Accordingly, a currency -adjusted sales growth in the low to medium single -digit percentage range and an adjusted EBIT are expected according to 2025 without one -time costs of EUR 520 million to EUR 600 million. As a result, the forecasts for 2025 are behind the expectations that were set up a year ago – both sales and profits. “We are fully aware of the causes of our challenges and tackle them with full focus and determination.” The company is planning investments (Capex) of around 300 million euros.
“In this volatile environment, we focus on what is correct for the company in the long term: strengthening the brand, the development of innovative and demanding products, the best service for our retailers and investments in our infrastructure to achieve long -term cost efficiency,” continues Friends. “Even if 2025 becomes a challenging year, I am primarily looking forward to the success of our new brand campaign, the introduction of our latest running innovations and the further increase in demand for our trend-setting products in the low-profile area.”
