Puma shares plunge 17% after full-year gross sales, revenue outlook lower on U.S. tariffs

Puma shares plummeted as a lot as 18% Friday after the German sportwear model posted worse-than-expected second-quarter gross sales and lower its full-year steerage, flagging the influence of U.S. commerce tariffs.

In a preliminary up to date after markets closed on Thursday, the retailer stated it expects full-year gross sales to say no by a low-double digit proportion this yr, in contrast with its prior forecast of gross sales development within the low- to mid-single digit vary.

Puma additionally stated it expects to publish an working revenue loss in 2025 — an enormous swing from the 445 million euro ($523 million) to 525 million euro revenue it forecast previous to assessing the influence of tariffs.

The corporate’s shares pared losses barely to commerce down 17% by 11:00 a.m. London time (6:00 a.m. ET).

“Amid ongoing risky geopolitical and macroeconomic volatility, Puma anticipates that each sector-wide and company-specific challenges will proceed to considerably influence efficiency in 2025,” the corporate stated in an announcement.

“Key components embrace muted model momentum, shifts in channel combine and high quality, the influence of U.S. Tariffs, and elevated stock ranges,” it added.

The corporate stated it was decreasing imports to the U.S. from China and that it deliberate to lift costs from the fourth quarter beginning in October, however stated it nonetheless expects U.S. tariffs to have a mitigated unfavourable influence on 2025 gross revenue of round 80 million euros.

It added that it had frontloaded deliveries to the U.S. forward of tariff deadlines, which has led to greater stock ranges.

CEO Arthur Hoeld, who was appointed on July 1 to revive the ailing sportswear model, however acknowledged inside failings and stated the corporate want to take a look at its product providing as a part of a wider model reset.

“We, as an organization, must take a tough have a look at ourselves, the outcomes the market has proven are clearly primarily based on us as an organization not delivering in opposition to our personal expectations,” he stated throughout a media name after the earnings.

Puma’s preliminary gross sales fell 2% year-on-year on a forex adjusted foundation within the second quarter to 1.94 billion euros ($2.27 billion), under the two.06 billion estimated by analysts in an LSEG ballot.

Quarterly adjusted working revenue, excluding one-time prices, logged a lack of 13.2 million euros. Puma incurred one-time prices, together with associated to its price effectivity program, of 84.6 million euro within the second quarter.

The gross sales drop was led primarily by a 9% fall in North America and declines in Europe and Asia-Pacific.

Puma’s share value has halved to this point this yr because the retailer has confronted commerce pressures and declining client demand within the extremely aggressive sportwear market.

The corporate stated again in Might that it anticipated industry-wide value hikes as a outcomes of commerce tariffs, however famous that it anticipated manufacturers with larger dominance within the U.S. to steer the cost.

“We do not wish to be the chief when it comes to the pricing change in U.S. markets,” Chief Monetary Officer Markus Neubrand stated on the time. “There are different gamers in our {industry} the place the U.S. is much extra related.”