PUMA has announced the appointment of Ronald Reijmers as its new Vice President Global Retail, effective November 1. In his new role, Ronald will oversee the development and performance of PUMA’s full-price and outlet stores worldwide, reinforcing the brand’s commitment to delivering an elevated retail experience for consumers across global markets.
With nearly three decades of experience in the sports industry, Ronald brings a wealth of expertise in retail strategy, operations, and global expansion. His leadership will play a key role in strengthening PUMA’s retail presence and aligning store formats with the brand’s long-term growth ambitions.
As part of this strategic evolution, PUMA is reorganizing its direct-to-consumer (DTC) business, creating two distinct focus areas — Global Retail and Global E-Commerce. This new structure aims to sharpen focus, enhance agility, and drive growth across both physical and digital consumer touchpoints.
This move underscores PUMA’s continued investment in its DTC strategy, positioning the brand to deliver a seamless and connected shopping journey from in-store experiences to online engagement for consumers around the world.