The Pinault Family Floats Sale of PUMA

Summary

• The Pinault family is exploring a sale of its 29% stake in Puma, causing the company’s shares to surge by 18%.
• The potential sale comes amidst scrutiny over the family’s holding company, Artemis, and a challenging period for luxury companies.

On Monday morning, the report that the Pinault family may sell its controlling stake in PUMA sent shares in Puma SE (PUMG.DE) soaring 18% at 13:53 GMT. The potential sale of the 29% stake originally reported by Bloomberg is the latest event in an evolving history behind Puma under the Pinaults, the owners of luxury conglomerate Kering and its larger holding company Groupe Artemis.

Artemis’ high debt across its portfolio has come under increased criticism from stakeholders, potentially contributing to the Pinaults’ decision to move its stake. After acquiring PUMA in 2007, Kering sold off most of its holding in 2018, before Artémis took a direct stake of 28.52% of the brand’s equity. Artémis continues to maintain its more than 40% equity stake in Kering, owner of Gucci, Saint Laurent, Bottega Veneta, Balenciaga, McQueen, Brioni, and more.

Bloomberg cited unnamed sources who allege the Pinaults are consulting with advisors to assess next steps and potential buyers.
With PUMA orth just under $1B per LSEG intel, Artemis issued an exchangeable bond worth 500 million euros in a bid to downsize its holding.

The news comes after Kering reported H1 2025 results, showing a drop of 46% in net profit, pointing mainly to Gucci’s underperformance. With the 15% tariff on European goods set to go into effect, brands may be forced to increase prices and potentially worsen these effects. However, it seems that the latest development regarding PUMA is a cause for optimism to shareholders.

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