Executive Briefings

Puma Supply Chain Racing to Keep Up With Demand for Popular Shoes

German sportswear firm Puma has seen such strong demand for products promoted by celebrities like model Cara Delevingne and Canadian rapper The Weeknd that its supply chain is racing to keep up, its chief executive said last week.

Appointed in 2013 by majority-owner French luxury goods company Kering, Chief Executive Bjorn Gulden has invested heavily in celebrity marketing to revive a brand that still lags market leaders Nike and Adidas.

"Retailers ordered more because they needed more which has not been the case for a long time at Puma," Gulden told a conference call with journalists.

Gulden said Puma had been out of stock on many lines, prompting it to pull forward orders booked for the second quarter, with its suppliers working hard to meet demand.

"We need to make sure we don't oversell certain lines. We need to control growth in partnership with retailers," he said, highlighting demand for retro basketball shoes worn by Delevingne and "Limitless" sneakers launched by The Weeknd in February.

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Appointed in 2013 by majority-owner French luxury goods company Kering, Chief Executive Bjorn Gulden has invested heavily in celebrity marketing to revive a brand that still lags market leaders Nike and Adidas.

"Retailers ordered more because they needed more which has not been the case for a long time at Puma," Gulden told a conference call with journalists.

Gulden said Puma had been out of stock on many lines, prompting it to pull forward orders booked for the second quarter, with its suppliers working hard to meet demand.

"We need to make sure we don't oversell certain lines. We need to control growth in partnership with retailers," he said, highlighting demand for retro basketball shoes worn by Delevingne and "Limitless" sneakers launched by The Weeknd in February.

Read Full Article