Puma is reorganizing its direct-to-consumer business.
On Thursday, the German athletic company named Ronald Reijmers as vice president of global retail starting Nov. 1, a position in which he will oversee the development of the company’s full-price and outlet stores across the world. He will report to chief commercial officer Matthias Bäumer.
The move comes as Puma evolves its organizational set-up by splitting its DTC business into two dedicated global retail and global e-commerce focus areas. Erik Janshen, who previously oversaw both areas, has decided to leave Puma to take on new professional challenges outside of the company.
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Puma said it will announce a new leadership for its global e-commerce channel in the coming weeks.
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As for Reijmers, he joins Puma from Gymshark, where he served as interim global retail director since last August. The executive also spent time at rival Adidas, serving as vice president and general manager of retail in Europe from 2018 to 2023. But the bulk of Reijmers’ footwear experience comes from Nike, where he spent over 20 years of his career. At Nike, he held various roles including vice president and general manager of retail for Central and Eastern Europe as well as the Middle East, as well as vice president and general manager of merchandising for emerging markets.
Bäumer added that Reijmers has a “strong track record” across the industry and will bring his “deep global expertise in retail strategy and operations” to help Puma build momentum in its global retail channel.
The moves comes as the brand looks to refuel excitement across the business. In second quarter 2025, Puma sales fell by 2 percent, in currency adjusted terms, to 1.94 billion euros.
Earlier this week, Puma opened the doors to its new creative and innovation hub in Los Angeles. Located in West Hollywood, the new two-story, 20,000-square-foot Puma Studio L.A. is part of the German company’s strategic priority to “win” in the U.S.