Shares at Puma AG fell as much as 10% in early trading on Monday after major shareholder, Monarchy/Regency Enterprises, put its entire 39% holding up for sale.

Puma said it has no plans to look for another majority shareholder to replace the entertainment group whose stake is estimated to be worth around €580 million ($682 million).


Monarchy/Regency acquired a 12% stake in Puma in 1996 before buying a 25% stake the following year and further shares in 1999.

PUMA AG Rudolf Dassler Sport issued a release that stated that Monarchy/Regency had sold its shareholdings in PUMA to a broad base of institutional investors in a successful transaction completed MOnday.

Since its foundation in 1948 it is the first time that PUMA AG will operate without a majority shareholder.

This transaction will enable PUMA to significantly broaden its international shareholder base, as well as increasing the company’s freefloat to 100%and enhancing its attractiveness to the global capital market.

Commenting on this transaction David Matalon, CEO of Monarchy/Regency: “PUMA has become one of the most desirable sportlifestyle brands in the world and is well on its way to become the best in this regard some time in the future. While we continue to support PUMA as in the past in any possible way in the long term, the company in our point of view no longer needs a financial backing through a majority shareholder.”

Jochen Zeitz, Chairman & CEO of PUMA: “Monarchy/Regency has been a tremendous shareholder in the past 7 years. From the very beginning in 1996 they have been great believers in the PUMA brand and its team and have backed us as a majority shareholder during the implementation of our brand investment strategy, in particular during our Phase II development plan. We will always be grateful for that and look forward to their continued support on our way to become the most desirable sportlifestyle brand in the world. ”


Monarchy/Regency’s on-going support is manifested in a five-year contractual agreement. In addition PUMA also has a similar agreement in place with FOX Entertainment.


Given the strong performance of PUMA in Q1 and a strong order outlook, PUMA reiterates its financial guidance for the year of sales growth above 30% and an increase in pre tax profit by around 50%, leading to a pre tax margin of more than 15%.