Puma has announced significant leadership changes in its European operations, appointing Bas van den Bemt, a seasoned company executive, as the new head of Central Europe. van den Bemt, who has been with Puma since 2009, previously managed the company’s business in the Benelux region for over eight years and most recently held the position of Managing Director for Puma UK and Ireland. He will operate out of Puma’s headquarters in Herzogenaurach.
Replacing van den Bemt as the Managing Director of Puma UK and Ireland is Lucynda Davies, formerly the Chief Brand Relationship Officer at JD Sports. Davies brings over two decades of experience in the sports industry to her new role. van den Bemt steps into the shoes of Nina Graf-Vlachy, who has left the company to explore new opportunities.
Javier Ortega, Managing Director Europe at Puma, praised the transitions, stating: “As the Managing Director of the UK and Ireland and Head of Puma Benelux, Bas has done a great job of finding innovative ways to elevate the Puma brand, working closely with our wholesale partners and connecting with our consumers.” He added: “I’m also excited to welcome Lucynda, who, given her vast industry experience, is the ideal candidate to lead our UK & Ireland business. At the same time, I would like to thank Nina for her energy, dedication and commitment over the past ten years and I wish her all the best for her future.”
