Puma has announced the appointment of Ronald Reijmers as its new Vice President of Global Retail, effective 1st November. In his new role, the 55-year-old executive will oversee the development and performance of Puma’s full-price and outlet stores worldwide, reporting directly to Chief Commercial Officer Matthias Bäumer.
Reijmers brings nearly three decades of experience in the global sports industry, having previously held senior positions in retail strategy and management at Nike, Adidas, and, most recently, Gymshark. His appointment comes as Puma seeks to accelerate growth and strengthen its direct-to-consumer (DTC) operations amid a rapidly evolving retail landscape.
As part of a broader organisational adjustment, the German sporting goods manufacturer has divided its DTC business into two distinct units — Global Retail and Global E-Commerce. The restructuring aims to sharpen operational focus and enhance agility across its consumer-facing channels.
Erik Janshen, who had previously led both divisions, has decided to depart Puma to pursue new professional opportunities outside the company.
Matthias Bäumer, Puma’s Chief Commercial Officer, said that Reijmers is “a highly experienced leader with a strong track record across the industry” and that his “deep global expertise in retail strategy and operations” would help the company “build momentum in its global retail channel.” Bäumer also expressed gratitude to Janshen for “building a strong foundation for a more holistic and profitable direct-to-consumer business,” wishing him success in his future endeavours.
Puma stated that the new head of its Global E-Commerce division will be announced in the coming weeks.
The leadership changes come against a challenging financial backdrop. In the second quarter, Puma’s group sales declined by 2% at constant currency rates to just over US $ 2.25 billion, while the company posted a loss before interest and taxes of US $ 15.34 million. The management team, led by Chief Executive Officer Arthur Hoeld, expects a low double-digit percentage decline in sales at constant currency and a pre-tax loss for the 2025 financial year.
