Puma Misses Q4 Earnings Estimates, Strengthens Focus On Attracting New Female Customers

Puma's Q4 earnings "missed estimates, adding to investor misery after a slump in the share price last year," according to Aaron Ricadela of BLOOMBERG NEWS. A recovery program being introduced by Puma CEO Bjorn Gulden "has yet to be reflected in the share price," which declined 27% in '14. Gulden said that Puma "needs to gain more female customers this year." Gulden: "We have one major issue and that’s women’s." The singer Rihanna "will help design a collection next year" (BLOOMBERG NEWS, 2/16). Gulden, who has served as CEO since '13, described last year’s performance as a "turning point," but acknowledged that the brand’s transformation would still "take time" to complete. Gulden: "You cannot turn round a company in 12 months." The FINANCIAL TIMES’ Chris Bryant wrote the company "is focused on developing more innovative sports products, improving the way its goods are marketed in stores and increasing its appeal to female customers -- hence the tie-up with Rihanna" (FT.com, 2/16).