Puma: sales of €8.817bn (+2.5%) & a net profit of €282m (-7.5%) in 2024

Puma has reported record sales of €8.817bn for the 2024 financial year (ending 31/12/2024), up 2.5% on 2023 (€8.601bn), announced the German equipment manufacturer as it presented its "unaudited preliminary results" for 2024, on 22/01/2025. These figures are subject to adjustment between now and 12/03/2025, the date of publication of Puma's 2024 Annual Report. Puma's sales had grown by 6.6% between 2022 and 2023.

The brand's net profit came to €282m over the period, down 7.5% on the previous year (€304.9m). Lastly, operating profit (EBIT) was €622m in 2024, the same level as in 2023 (€621.6m).

"While we achieved solid sales growth in 2024 and made meaningful progress on our strategic initiatives, we are not satisfied with our profitability. With a heightened focus on translating top-line growth to increased profitability growth, we have initiated 'nextlevel' (see below), a comprehensive efficiency program targeting cost optimisation and operational improvements," explained Arne Freundt, CEO of Puma SE.

"Combined with decisive actions already taken, we will implement further cost…