Pinault Family Considers Selling Puma Stake as Chinese Sportswear Giants ANTA SPORTS and LI NING Among Potential Buyers

Deep News
昨天

Following German sportswear brand Puma's market capitalization decline of nearly 50% over the past year, the Pinault family, one of its major shareholders, is evaluating strategic options including a potential sale, a move that could reshape the competitive landscape of the global sporting goods market.

According to sources familiar with the matter on Monday, the billionaire family has engaged advisors and initiated preliminary discussions with potential buyers to gauge acquisition interest. The contact list includes Chinese sporting goods giants ANTA SPORTS and LI NING, as well as American counterparts and sovereign wealth funds from the Middle East.

This development comes at a critical juncture for Puma, which is facing performance pressures and management restructuring. The company issued a profit warning last month, with its stock price declining approximately 50% over the past 12 months, resulting in a current market capitalization of about 2.6 billion euros. The Pinault family holds a 29% stake in Puma through its holding company Artémis and may seek a substantial premium in any transaction.

However, the aforementioned sources emphasized that discussions remain ongoing, with no guarantee that a deal will ultimately materialize.

**Stock Price Plunge and Profit Warning: Puma Faces Multiple Challenges**

The direct catalyst for the Pinault family's consideration of adjusting its shareholding strategy is Puma's difficult position in capital markets.

Driven by weak demand for sports and fitness equipment and concerns about the impact of U.S. tariffs, Puma's stock price has plummeted 50% over the past 12 months. Currently, the company's market capitalization stands at approximately 2.6 billion euros (about $3 billion). The company's profit warning issued last month further intensified investor concerns.

The Pinault family holds a 29% stake in Puma through Artémis, which is also the controlling shareholder of luxury conglomerate Kering SA. According to sources, the family would seek to obtain a significant premium in any potential transaction.

Among the Pinault family's potential contact list, Chinese sporting goods companies are particularly noteworthy.

According to reports, family advisors have reached out to ANTA SPORTS and LI NING to assess their acquisition interest. ANTA SPORTS owns multiple brands including Fila and Descente, and participated in a consortium that acquired Finland's Amer Sports for approximately 4.6 billion euros in 2019. LI NING, founded in 1990 by the legendary gymnast of the same name, owns brands including its main brand, Double Happiness, Aigle, and Kason in addition to its flagship label. Besides Chinese companies, the Pinault family has also contacted several American sporting goods companies and Middle Eastern sovereign wealth funds.

**Management Changes and Brand Repositioning: Puma Seeks Business Revival**

While shareholders consider strategic options, Puma's management is actively seeking business breakthroughs.

The company has been attempting brand repositioning under new CEO Arthur Hoeld's leadership in recent years, but its products have failed to consistently generate consumer enthusiasm. To reverse the situation, Puma recently appointed Andreas Hubert, a veteran executive with 20 years of experience at Adidas, as Chief Operating Officer.

According to company data, Puma was founded in 1948 and achieved net profit of 281.6 million euros last year with sales of 8.8 billion euros and approximately 22,000 employees globally. Its sponsored sports assets include Premier League team Manchester City and the Portuguese national team.

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