Puma dives into fresh new venture
Fresh from a recent venture into golfwear and accessories, the company is now looking to reposition itself as a cross-divisional sports brand. Australian CEO Warwick Mitchell said the new ventures are aimed at broader plans to prop the company's portfolio of merchandise.
"We have set ourselves the goal to enter one new category each year for the next four years and this year it is swim. We aim to develop and establish a profitable and long-lasting swimwear category which will be an integral part of Puma's sport lifestyle product portfolio."
"Our focus is about creating sustainable desirability, connecting with the consumer by offering great, new product and with partnerships with leading retailers of sport, fashion and lifestyle."
Reportedly one of the first countries to launch the worldwide 'Puma Swim' collection, Australian retailers can expect to see the first wave of products in late September.
Featuring a range of apparel, footwear and accessories, the range is priced from $40 to $75 and will be available at Puma concept stores, select Myer stores, Rebel Sport and Amart Sport nationally.
Offering striped slinky trunks, printed board shorts and triangle bikinis for women, the line also includes trunks and flip flops for men and a unisex range of footwear. Key hues are cobalt blue, lime green and pink carnation and all products feature subtle Puma branding on the exterior.
Key fabrications include nylon/Lycra, polyester microfibre twill and polybuthlene terephthalate (PBT) for performances pieces. Mitchell PBT was specifically chosen for its higher stretch and recovery compared to standard polyester types.
While there was no official word on Puma's next sportswear venture, Mitchell did confirm the company was open to new projects.
"We look for categories that fit our focus. In our search, golf and swim suit this criteria. Who knows what's next?"