Puma to open 100 outlets in 4 years

Puma Sports India Ltd, which launched new stores across India this year, plans to become the most `desirable sports lifestyle brand' in India and revamp a market, which is long overdue for a makeover, according to Mr Rajiv Mehta, the Managing Director of Puma Sports India Pvt Limited. He said Puma's dual characteristics of being "a strong product coupled with a fun experience will make a style statement in the sports lifestyle market in the country creating a league of its own." Puma will offer new products to consumers over four seasons in the calendar year.

Puma promises to offer a wide range of apparel and accessories in a completely novel and unique environment through its exclusive branded store. Done in the official colors of Red and White and spread over a sprawling fifteen hundred square feet, the store houses the entire international collection of Puma apparels, shoes and accessories. Apart from the sports performance products, the store caters to a new product range. The new product range will be available through “Motorsport”, “Moto”, “Golf”, “Yoga/Lounge” and “Beach Wear” collections. Besides this, Puma will also offer new products and colorways to consumers over four seasons in a calendar year. Being the official licensees for Ferrari and B.M.W, this PUMA store will also host a range of these branded shoes, apparels, accessories and promises to provide customers more than what they could have asked for.

Puma, the $2.6 billion, German, sporting goods major, which already has exclusive outlets in Bangalore, Chennai and Delhi, plans to open 100 more outlets by 4 years. Puma wants to become the most desirable sports lifestyle brand in the country and with a view to garner a substantial share of the Rs 800 crore sports goods market, growing at 20% per annum, it wants to open a total of 100 outlets, each having a retailing space of 1,200 sq.ft., at an estmated investment of about Rs 40 crore, according to a report in the Business-Standard.

To popularise its brand identity, Puma is planning to soon appoint a young and promising cricketer brand ambassador. (Currently Sourav Ganguly)

Puma will also have shop-in-shops at various MBOs, where customers could get the same shopping experience as in their own stores. Puma, also plans to market through Metro Cash and Carry’s distribution centres in the country.