Who Owns Puma?

Puma is owned by Artémis Group, a luxury powerhouse founded in 1992 by French billionaire François Pinault, and which also owns the Kering Group (with brands spanning from Gucci to Balenciaga, Sant Laurent, and many others). Kering controlled Puma before it was spun off from it by 2020, and it is now managed directly by the Artémis Group, owned by the Pinault family.

Puma: A Brand Within Artémis Group

Puma, a renowned sports apparel and footwear brand, is currently owned by Artémis Group, a luxury powerhouse founded in 1992 by French billionaire François Pinault. Artémis Group also owns the Kering Group, which boasts an impressive portfolio of luxury brands, including Gucci, Balenciaga, Saint Laurent, and many others. Puma’s journey under the ownership of Artémis Group has been intertwined with the strategic moves within the luxury conglomerate.

The Founding of Artémis Group

Artémis Group was established by François Pinault, a prominent figure in the luxury industry. Over the years, the Pinault family has played a significant role in shaping the group’s holdings and strategic direction.

Puma’s Journey within the Kering Group

Kering Group, under Artémis Group’s ownership, initially controlled Puma as one of its prized assets. During this period, Kering leveraged its expertise in luxury fashion to elevate Puma’s brand image and expand its global presence.

The Spin-Off from Kering Group

In a strategic move, Puma was spun off from the Kering Group in 2020. This decision allowed Puma to operate as an independent entity directly under the management of Artémis Group.

Direct Management by Artémis Group

Following the spin-off, Puma is now directly managed by Artémis Group, which means it is wholly owned and operated by the Pinault family’s luxury conglomerate.

A Diverse Luxury Portfolio

Artémis Group’s portfolio includes a diverse range of luxury brands, showcasing its dominance in the high-end fashion market. The group’s holdings span from iconic names like Gucci and Balenciaga to renowned labels such as Saint Laurent, among others.

Puma’s Continued Success

Under the stewardship of Artémis Group, Puma has continued to thrive as a leading sports brand. Known for its innovative designs and cutting-edge technology, Puma has cemented its place in the athletic and lifestyle fashion markets.


Puma’s journey as part of Artémis Group, alongside the prestigious Kering Group, reflects the luxury powerhouse’s commitment to fashion excellence. The strategic spin-off from Kering Group and subsequent direct management by Artémis Group have allowed Puma to continue its trajectory as a global sports and lifestyle brand. As an integral part of Artémis Group’s diverse luxury portfolio, Puma’s future remains bright under the stewardship of the Pinault family’s luxury empire.

Puma and Artémis Group Highlights:

  • Ownership: Puma, a globally recognized sports apparel and footwear brand, is owned by Artémis Group.
  • Artémis Group’s Foundation: Founded in 1992 by the French billionaire François Pinault, Artémis Group is a luxury conglomerate that has a notable presence in the luxury fashion industry.
  • Kering’s Initial Control: Puma was initially under the control of the Kering Group, another luxury powerhouse within the Artémis Group’s portfolio. Brands under Kering include luxury giants like Gucci, Balenciaga, and Saint Laurent.
  • Strategic Spin-Off: In 2020, Puma was strategically spun off from the Kering Group, marking a significant shift in its management structure.
  • Direct Management: Post the spin-off, Puma now operates under the direct management of the Artémis Group, showcasing the Pinault family’s continued investment and belief in the brand.
  • Diverse Portfolio: Artémis Group’s diverse luxury portfolio includes several high-end brands, with Puma being a key player in the sports and lifestyle segment.
  • Puma’s Growth: Under Artémis Group’s ownership, Puma has continued its upward trajectory, further establishing itself as a leading brand in the sports and fashion sectors.

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Kering Revenue

In 2022, Kering generated €20.35 billion in revenue, of which €10.49 billion from Gucci (50.6%), €3.3 billion from Yves Saint Laurent (15.9%), €1.74 billion from Bottega Veneta (8.39%), and €3.87 billion from the other houses.

Kering Financials

Kering generated €20.35 billion in revenue in 2022 and €3.6 billion in profits, €17.64 in revenue in 2021, and €3.17 billion in profits.

Gucci Revenue

Gucci generated €10.49 billion in revenue in 2022, compared to €9.73 billion in 2021 and €7.44 billion in 2020.

Yves Saint Laurent Revenue

Yves Saint Laurent generated €3.3 billion in revenue in 2022, compared to €2 billion in 2021 and €1.74 billion in 2020.

Bottega Veneta Revenue

Bottega Veneta generated €1.74 billion in revenue in 2022, compared to €1.5 billion in 2021 and €1.21 billion in 2020.

Bernard Arnault’s Net Worth

Bernard Arnault’s wealth is around $203 billion. Indeed Arnault is the CEO and chairman of the luxury goods conglomerate LVMH Moët Hennessy Louis Vuitton, a massive luxury group that generated over €79 billion in revenue ($83 billion) in 2022, spanning across wines, fashion, cosmetics, and retail. The Arnault family group owns 48.18% of the capital for LVMH with 63.9% voting power, making Bernard Arnault the principal owner and decision-maker. His stake is worth over $203 billion.

Slow Fashion

Slow fashion is a movement in contraposition with fast fashion. Where in fast fashion, it’s all about speed from design to manufacturing and distribution, in slow fashion, quality and sustainability of the supply chain are the key elements.

Patagonia Business Model

Patagonia is an American clothing retailer founded by climbing enthusiast Yvon Chouinard in 1973 who saw initial success by selling reusable climbing pitons and Scottish rugby shirts. Over time Patagonia also became a fashionable brand also for its focus on slow fashion. Indeed, the company sells high-priced clothing items built to last which it will repair for free.

Patagonia Organizational Structure

Patagonia has a particular organizational structure, where its founder, Chouinard, disposed of the company’s ownership in the hands of two non-profits. The Patagonia Purpose Trust, holding 100% of the voting stocks, is in charge of defining the company’s strategic direction. And the Holdfast Collective, a non-profit, holds 100% of non-voting stocks, aiming to re-invest the brand’s dividends into environmental causes.

Fast Fashion

Fash fashion has been a phenomenon that became popular in the late 1990s and early 2000s, as players like Zara and H&M took over the fashion industry by leveraging on shorter and shorter design-manufacturing-distribution cycles. Reducing these cycles from months to a few weeks. With just-in-time logistics and flagship stores in iconic places in the largest cities in the world, these brands offered cheap, fashionable clothes and a wide variety of designs.

Inditex Empire

With over €27 billion in sales in 2021, the Spanish Fast Fashion Empire, Inditex, which comprises eight sister brands, has grown thanks to a strategy of expanding its flagship stores in exclusive locations around the globe. Its largest brand, Zara, contributed over 70% of the group’s revenue. The country that contributed the most to the fast fashion Empire sales was Spain, with over 15% of its revenues.

Prada Business Model

The family-owned Italian luxury brand – Prada – generated over four billion euros in revenues for 2022. Among Prada brands, Prada made more than 87% of the company’s revenues, followed by Miu Miu and Church. Prada also owns Marchesi 1824 (a luxury bakery) and Car Shoe (a shoe company) made about half a percent of the total revenues.

Ultra Fast Fashion

The Ultra Fashion business model is an evolution of fast fashion with a strong online twist. Indeed, where the fast-fashion retailer invests massively in logistics and warehousing, its costs are still skewed toward operating physical retail stores. While the ultra-fast fashion retailer mainly moves its operations online, thus focusing its cost centers on logistics, warehousing, and a mobile-based digital presence.

ASOS Business Model

ASOS is a British online fashion retailer founded in 2000 by Nick Robertson, Andrew Regan, Quentin Griffiths, and Deborah Thorpe. As an online fashion retailer, ASOS makes money by purchasing clothes from wholesalers and then selling them for a profit. This includes the sale of private label or own-brand products. ASOS further expanded on the fast fashion business model to create an ultra-fast fashion model driven by short sales cycles and online mobile e-commerce as the main drivers.

Real-Time Retail

Real-time retail involves the instantaneous collection, analysis, and distribution of data to give consumers an integrated and personalized shopping experience. This represents a strong new trend, as a further evolution of fast fashion first (who turned the design into manufacturing in a few weeks), ultra-fast fashion later (which further shortened the cycle of design-manufacturing). Real-time retail turns fashion trends into clothes collections in a few days or a maximum of one week.

SHEIN Business Model

SHEIN is an international B2C fast fashion eCommerce platform founded in 2008 by Chris Xu. The company improved the ultra-fast fashion model by leveraging real-time retail, quickly turning fashion trends in clothes collections through its strong digital presence and successful branding campaigns.

Read Next: Zara Business Model, Inditex, Fast Fashion Business Model, Ultra Fast Fashion Business Model, SHEIN Business Model.

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