In the following explanation of the regional distribution of sales, the sales are allocated to the customer’s actual region (“customer site”). It is divided into three geographical regions (EMEA, the Americas and Asia/Pacific). A more detailed regional presentation of the sales according to the registered office of the respective Group company can be found in chapter 25 of the Notes to the Consolidated Financial Statements.
PUMA’s net sales fell in the reporting currency, the Euro, by 4.9% in the financial year 2020. This corresponds to a currency-adjusted sales decrease of 1.4% compared to the previous year. All regions were affected by the significant negative impact of the global COVID-19 pandemic.
In the EMEA region, sales fell in the reporting currency, the Euro, by 0.9% to €1,982.9 million. This represents a slight sales increase of 1.5%, currency adjusted. While sales growth was achieved in France, Spain, Russia, Ukraine and Turkey, for example, Italy, the UK, the Nordics and South Africa, among others, recorded declining sales. The EMEA region accounted for an increased 37.9% of Group sales in 2020, compared to 36.4% in the previous year.
With regard to product divisions, sales revenue from Footwear recorded a currency-adjusted decline of 0.9%. Sales of Apparel saw a currency-adjusted increase of 5.4% due to positive developments in the Sportstyle and Motorsport categories. Accessories sales were down by 0.4%, currency adjusted.
In the Americas region, sales fell in the reporting currency, the Euro, by 8.7% to €1,775.2 million. Currency-adjusted sales decreased by 3.0%. Both North America and Latin America recorded negative currency exchange effects and a decrease in sales. In particular, the weakness of the Argentine peso against the Euro had a significant negative impact on sales in Latin America in the reporting currency, the Euro. The share of the Americas region in Group sales decreased slightly from 35.3% in the previous year to 33.9% in 2020.
With regard to product divisions, both Footwear (currency-adjusted -3.3%) and Apparel (currency-adjusted -9.6%) recorded a decline in sales compared to the previous year. By contrast, sales in the Accessories division saw a currency-adjusted increase of 9.5%, due in particular to an increase in sales of Cobra golf clubs, socks and bodywear.
In the Asia/Pacific region, sales fell in the reporting currency, the Euro, by 5.2% to €1,476.3 million. This corresponds to a currency-adjusted sales decrease of 3.2%. While a positive sales development was seen in Greater China in 2020, sales fell in India, Japan and South Korea, among other countries. The share of the Asia/Pacific region in Group sales fell slightly from 28.3% in the previous year to 28.2% in 2020.
In terms of product divisions, sales revenue from Footwear (currency-adjusted -5.2%) and from Apparel and Accessories (both currency-adjusted -1.5%) saw a decrease.