Puma has appointed Bas van den Bemt as its new managing director for central Europe, starting July 1, overseeing business in the Dach and Benelux regions. He will report to Javier Ortega, managing director of Europe.

Van den Bemt, a Dutch national, has worked for Puma since 2009 in various management and sales positions. He oversaw Puma’s Benelux business for over eight years and, most recently, worked as the managing director of Puma UK and Ireland. He will work from Puma’s headquarters in Herzogenaurach.

Lucynda Davies will take over Van den Bemt’s role as managing director of Puma UK and Ireland. Davies has over twenty years of experience in the sports industry and joined Puma from JD Sports, where she was the chief brand relationship officer. She will also report to Ortega.

In Central Europe, Van den Bemt replaces Nina Graf-Vlachy, who decided to pursue opportunities outside the company. 

“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,” said Ortega. “I’m also excited to welcome Lucynda, who, given her vast industry experience, is the ideal candidate to lead our UK and 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.” 

Image courtesy Puma