Puma Business Profits Soared In The Second Quarter, 75% Rihanna.

German sports brand Puma began to return to the right track, thanks to the impact of the 2016 European Football Championships and the strong sales of Rihanna, Kylie Jenner's women's wear series, Puma in the latest quarter of a year over the loss of profit. Puma expects Puma sales to maintain a high single digit growth in 2016, with annual profits between 115 million euros and 125 million euros.

In the past year, Puma (ETR: PUM) The stock price has risen by 35%, and its current market value is about 3 billion 340 million euros.

As of the second quarter of June 30th, driven by the growth of garment performance, Puma's total sales increased by 7% to 826 million 500 thousand euros, and the growth rate was about 13% under the influence of exchange rate changes. The net profit reached 1 million 600 thousand euros, which had a qualitative leap compared with the 3 million 300 thousand euro loss in the same period last year. In addition, Puma's operating profit in the quarter has skyrocketed 75.1% and recorded 11 million 900 thousand euros.

Puma chief executive Bjrn Gulden said in an interview with the media that the growth of Puma in the second quarter was in line with the company's expectations for the organic growth of the two digit brand. After adjusting and improving the brand product structure and marketing strategy, consumers are gradually returning.

By Region:

Puma's sales performance in the EMEA region (Europe, Middle East and Africa) was strong in the second quarter, and increased by 23.5% after the currency exchange rate adjustment.

Sales in the Americas, including the United States, increased by 5%

The Asia Pacific region has increased by 10.3% in the Chinese market.

For the positive growth of Puma in the second quarter, Bjrn Gulden thought it should be grateful for the influence of celebrity effect. He stressed that the women's clothing products and marketing cooperation between the brand and Rihanna and Kylie Jenner had gained a good market feedback, and the excellent performance of the company sponsored team in the 2016 European Football Championship of France greatly enhanced the popularity of Puma.

After Rihanna joined Puma as the brand creative director in 2014, the negative voice of the company continued to decline, and the popularity of the brand began to grow. A senior fashion industry executive revealed that everything related to Rihanna can break the track record. Behind this is Rihanna's huge social media influence. At present, there are more than 35 million fans in instagram alone, and Rihanna has been identified as a brand development direction since he was Puma creative director.

By category

　　 Clothing category Sales increased by 19.5%, and sales of sports clothing were the highest among the European champions.

　　 footwear Sales increased by 7.3%. The main growth items included sports, fashion, basic sports and team sports shoes.

　　 Accessories Sales rose by 14.1%, mainly driven by high demand for products such as knapsack and hats.

Puma executive said: "now very much looking forward to the Olympic Games in Rio De Janeiro opening ceremony, Boulter and other great athletes wearing Puma innovative design products into the Olympic Games time." Puma announced this week that it will resold the series of fur slippers to cooperate with Rihanna, and add a new grey matching color, which will be sold in August 5th with the previous bestsellers.

Earlier, Bjorn Gulden revealed Rihanna The cooperation series has been vigorously pursued by sporting goods retailers. High-end department stores and some boutiques are also starting to apply for stock. He pointed out that Rihanna will help Puma get back to the competition pattern of the sports brand, pointing out the old enemy. Adidas 。