Puma opened a subsidiary in Indonesia at the start of this year, putting an end to a long licensing and distribution agreement with PT Mitra Adiperkasa, a leading fashion and sports retailer in the country. The company already has subsidiaries in Malaysia and Singapore, where it appointed the seasoned Puma executive Miguel Andrade to supervise activities in South East Asia, as previously reported. Puma regards Indonesia as a particularly promising market in the region, due to its young and large population. It decided to make an early switch to its own operations in order to avoid a repeat of the situation in China: Puma only opened its own business in China five years ago, perhaps contributing to an under-proportional level of sales in the country. Mitra, which has more than 1,800 stores in Indonesia, remains a major customer for Puma.

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