Puma is a global sports and lifestyle brand that is increasingly a retailer as well. The retailer saw double-digit sales growth between FY 2011 and FY 2013 as it radically expanded its eCommerce presence. Starting off rapidly, Puma launched mobile-compatible websites across 23 European countries in 120 days, in four languages and three currencies.
The brand adopted a central eCommerce platform powering local sites adapted for each individual market and now trades across 29 countries, with 26 websites, in eight languages and nine currencies. Puma is actively competing with the customers of its wholesale division as it sets itself the goal of becoming the biggest Puma retailer in each market within 24 months of its eCommerce launch.
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