Puma shares plunge 17% after full-year sales, profit outlook cut on U.S. tariffs
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“Key factors include muted brand momentum, shifts in channel mix and quality, the impact of U.S. Tariffs, and elevated inventory levels,” it added.
The company said it was reducing imports to the U.S. from China and that it planned to raise prices from the fourth quarter starting in October, but said it still expects U.S. tariffs to have a mitigated negative impact on 2025 gross profit of around 80 million euros.
It added that it had frontloaded deliveries to the U.S. ahead of tariff deadlines, which has led to higher inventory levels.
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Puma’s share price has halved so far this year as the retailer has confronted trade pressures and declining consumer demand in the highly compe ive sportwear market.
The company said back in May that it anticipated industry-wide price hikes as a results of trade tariffs, but noted that it expected brands with greater dominance in the U.S. to lead the charge.
“We don’t want to be the leader in terms of the pricing change in U.S. markets,” Chief Financial Officer Markus Neubrand said at the time. “There are other players in our industry where the U.S. is far more relevant.”