G.04 Sales (€ million)

In the Footwear division, sales fell in the reporting currency, the Euro, by 7.2% to €2,367.6 million. Currency-adjusted sales decreased by 3.1%. The decline in sales affected all categories, except Sportstyle and Basketball. The share of this division in total net sales fell from 46.4% in the previous year to 45.2% in 2020.

In the Apparel division, sales fell in the reporting currency, the Euro, by 4.6% to €1,974.1 million. Sales saw a currency-adjusted decrease of 1.5%. A decline in sales was recorded in all categories except Sportstyle, Motorsport and Basketball. The share of the Apparel division increased slightly to 37.7% of Group sales (previous year: 37.6%).

In the reporting currency, the Euro, the Accessories division recorded a slight sales increase of 1.3% to €892.7 million, despite the COVID-19 pandemic. This corresponds to a currency-adjusted sales growth of 3.5%. Higher sales, particularly of socks, bodywear and Cobra golf clubs, contributed to this increase in sales. The division’s share in Group sales increased accordingly from 16.0% in the previous year to 17.1% in 2020.

G.05 Sales by Product Divisions (€ million)

Retail Businesses

PUMA’s own retail activities include direct sales to our consumers (“Direct to Consumer business”). This includes selling to our customers in PUMA’s own retail stores, the so-called “Full Price Stores”, “Factory Outlets”, and the e-commerce business on our own online platforms. Our own retail businesses ensure regional availability of PUMA products and the presentation of the PUMA brand in an environment suitable to our brand positioning.

PUMA’s retail sales increased by 6.4% currency-adjusted to €1,424.5 million in the financial year 2020. This corresponds to a share of 27.2% in total sales (previous year: 25.4%). While sales at PUMA’s own retail stores declined in 2020 due to restrictions aimed at containing the COVID-19 pandemic and the resulting temporary closure of stores in many countries around the world, our e-commerce business recorded strong growth of over 60%, supported by an increased focus on performance marketing and successful promotions. In addition, our e-commerce activities on special days in the online business - such as Singles’ Day in China, the world’s biggest online shopping day, on November 11, as well as “Black Friday” on November 27 and “Cyber Monday” on November 30 - turned out to be particularly successful.