Puma has appointed Ronald Reijmers as Vice President Global Retail, effective November 1, 2025, as part of a broader restructuring of its direct-to-consumer (DTC) business. The company will now operate its Global Retail and Global E-Commerce activities as two separate divisions to sharpen focus and accelerate growth.
In a further adjustment to its global leadership structure, Puma has named Ronald Reijmers (55) as Vice President Global Retail, reporting to Chief Commercial Officer Matthias Bäumer. Reijmers will oversee the worldwide development of Puma’s full-price and outlet stores. He brings almost 30 years of retail experience from previous senior roles at Nike, Adidas and most recently Gymshark.
The move is part of a continued optimization of Puma’s DTC organization, which will now be managed under two standalone units – Global Retail and Global E-Commerce. The change follows the departure of Erik Janshen, who had previously led both areas and is leaving the company to pursue new professional opportunities.
“Ronald is an experienced retail executive with strong strategic and operational expertise,” said Matthias Bäumer, Chief Commercial Officer of Puma. “He will help us further strengthen our growth momentum in this important channel.”
Changes in Puma’s leadership team to strengthen regional alignment and DTC
Puma stated that a successor to lead the Global E-Commerce division will be announced in the coming weeks.
The appointment adds to a series of leadership changes implemented by Puma over the past year as it continues to streamline global operations and reinforce its commercial organization. The new CEO Arthur Hoeld was only nominated in April 2025 together with Matthias Bäumer as CCO.
