Puma
PUMA IS A GERMAN SHOE AND SPORTSWEAR INDUSTRY
Puma accompanied Pelé in the World Cup finals, Becker on the grass of Wimbledon and Linford Cristie towards the Olympic gold. It was Rudolf Dassler who created it in 1948 in Herzogenaurach, in direct competition with his brother Adolf , who was carrying on the family business, founded in 1924. Today, Puma is an international company with more than 70 factories and offices located in over 57 countries.
PUMA IN ITALY
The branch in Italy opens in ’97. A record year for the German multinational, which closed at 598.1 million euros with a leap forward of 29 percent. Futurenet of Padua obtains an agreement for the five-year license for the production and distribution of a new line of casualwear. The Venetian company already manages the Puma Black Station brand, for which it produces the Nuala and Platinum lines.
The new line goes on sale in about 200 European and US stores in the spring. For the spring-summer 2003 comes the unisex shoe designed by the designer Neil Barrett . The “fashion oriented” model in new leather sewn with aged leather and canvas, is presented at Milano Moda Uomo. It will be the first act of a partnership destined to last over time.
FROM THE CONCEPT STORE TO CLOTHING
Very first concept store in the history of the label opens in Frankfurt. The year ends with the launch of Feline, aimed at girls aged 15 to 20. Shirts, tank tops, t-shirts, shorts and sports trousers that bear the number 48 printed, the year the German company was founded. Notably, the year closes beyond all expectations. Consolidated turnover reaches 909.8 million euros, which means an increase of 52 percent and a pre-tax profit of 124.4 million euros.
Long-distance tandem between this company and Schiesser Lifestyle GmbH, which produces underwear under the Puma Bodywear Man & Woman brand, starting in autumn-winter. Their cosmetics and perfumes are now entrusted to Muelhens, “eyewear” to Licefa, watches to Iom and socks to Dobotex. Fashion industry Oscar for Puma. The Forum Award is presented annually by the German magazine TextilWirtschaft to the companies that have most distinguished themselves in the clothing sector.
PUMA PARTICIPATIONS AND SPONSORSHIPS, FROM LE BONITAS TO FERRARI
In June, a new phase begins in the history of the company with its headquarters in Herzogenaurach. Monarchy Enterprises, a Dutch company that has gradually entered Puma since 1996, puts on the market all 40 per cent of the shares in its possession, corresponding to an estimated value of 580 million euros. Le Bonitas from Prato is awarded the production of underwear and swimwear for men, women and children, for the Italian, French and English markets.
The conclusion of the first half of 2003 marks yet another record, with mid-year revenues soaring to 644 million euros. For the first time in the history of the house, revenues from clothing outclass those from footwear. ” In 2003 Neil Barrett took over the creative direction of the brand, while licenses for underwear and swimwear were granted to the Italian Le Bonitas.
The following year Puma becomes sponsor of the Ferrari team, and launches a “themed” collection, while in 2006 it debuts with a collection of eyewear (in collaboration with Charmant), in jeanswear (thanks to a partnership with Evisu) and in bodywear ( in collaboration with Philippe Starck).
THE ACQUISITION FROM PPR
In 2007 Ppr acquired the brand, and Franµois-Henri Pinault became president. In fact, collaborations with various designers intensified, including Alexander McQueen , Yves Saint-Laurent and Hussein Chalayan. The latter becomes creative director in 2008, while Puma acquires control of the brand founded by the Turkish-Cypriot designer.
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BALENCIAGA
