With so much attention being paid to direct-to-consumer strategies, overlooking PUMA’s decision to rededicate itself to its wholesale partners is being overlooked. As more shelf space becomes available with every other sneaker company relying so heavily on capturing their fans inside of their digital channels, PUMA has been functioning old school because of the supply chain. Their decision to support wholesale instead of looking out for its own DTC and e-commerce saw their e-commerce drop and their DTC grow much slower than their counterparts. PUMA’s wholesale and their brick and mortar skyrocketed. Establishing that physical retail isn’t dead and that the right wholesale accounts can deliver stunning results. Use the link above to read more about Q1 for the Cat.
PUMA’s Wholesale business increased by 23.3% (ca) to € 1,528.2 million and the Direct-to-Consumer (DTC) business was up by 7.1% (ca) to € 384.0 million. Sales in owned & operated retail stores increased 21.3% (ca) while e-commerce declined 13.2% (ca) as we continued to prioritize our retailers when supply was limited and due to the current market environment in Greater China.
