Puma partnered with The Wheat Group Inc to create a joint venture, Puma Wheat Accessories, fully focused on the development and growth of the U.S. accessories business for Puma.
The joint venture’s day to day operations will be serviced by The Wheat Group, Inc. based in San Diego, California, who will be responsible for the design, development, sales, production and distribution of Puma bags, headwear, and other accessories in the United States, under the close direction and supervision from Puma North America and
Puma’s global design team.
Puma Wheat Accessories will go to market with their first
Puma collection for the Spring 2012 season, with early introductions of the line in Holiday 2011 for select strategic retail partners.
“Partnering with The Wheat Group will give
Puma an opportunity to grow our existing accessories business. Given Wheat’s extensive experience and success in this category as well as the synergies between our company beliefs and principles,
Puma North American knew this would be a strong fit,” said Jay Piccola, President and General Manager of PUMA North America. “The creation of
Puma Wheat Accessories will bring the focused attention on the US marketplace and help accelerate our business to the next level.”
The selection of
Puma bags and headwear designed and produced through
Puma Wheat Accessories will target the specific US consumer and account needs while complimenting
Puma’s global accessories range.
Puma Wheat Accessories will focus on developing ranges across key
Puma business classifications, Running, Soccer and Lifestyle, as well as key market categories: sport duffels, backpacks, handbags, headwear, luggage, sport equipment, consumer electronic accessories and small accessories.
Puma Wheat Accessories will actively partner with
Puma’s key account base to foster and grow new opportunities while expanding into new channels of distribution.
Puma Wheat Accessories will look to create an accessory range that seamlessly integrates the
Puma brand DNA with the functional benefits and esthetic needs of today’s US consumer, bringing a true customer centric approach to the accessories development process.
“The Wheat Group is proud to enter in this strategic alliance and joint venture with
Puma. We have long admired the brand for their position in the marketplace and our partnership will only look to enhance and grow the Puma business in the United States and bring the consumer
Puma accessories they will covet,” said Chad Grismer, Chief Executive Officer of The Wheat Group and President of Puma Wheat Accessories. “We look forward to building on the incredible heritage of the PUMA brand and propelling the business forward through innovation and continuing the tradition of great PUMA design.”
In addition to this exciting new joint venture,
Puma North America’s sister company, Cobra
Puma Golf, will be entering into a licensing deal with The Wheat Group for Cobra and
Puma Golf accessories.
The Wheat Group is based in San Diego, California and specialized in the design, development, sales, production and distribution of Accessories. Founded in 1994, The Wheat Group participates in key accessory categories including bags, small accessories, computer/electronic accessories, travel, headwear, sport function and hosiery. The Wheat Group owns Focused Space and The Grawzulz and handles licensing for Hurley Accessories, Skullcandy Accessories and Modern Amusement.
