Puma has decided to bring its international concept, the Puma Social, to India to make use of the excess space in one of its flagship stores. Launched in Bangalore, the store has a food and beverages section on the lines of a pub, and is meant to showcase cultural events on art and music and most importantly, after-parties of sports events it ties up with. To connect with a younger audience, the brand is also partnering with events such the Urban Stampede, Spirit of Wipro Run and is looking at going upcountry with the Kaveri Trail Marathon - a 5-10-km run along the Kaveri river.
Puma, which makes 55 % of its revenue from its footwear business, imports 80 % of its offering in the segment. With the fall in the rupee, raising the cost of imports, the company is looking at more products made in India – especially for the apparels (35% of business) and accessories (10% of business) category. It is also contemplating the launch of separate accessories stores, which will be a first for Puma across the globe. The Indian office is in talks with Puma International for permission on this front.
Puma, which operates the front-end retail through a joint venture - Puma India Retail - with an undisclosed India partner, has also launched its exclusive e-commerce portal, which is managed by the franchisee. The company says it has begun to contribute to 1% to the brand's overall sales.