PUMA Appoints Bas van den Bemt as Managing Director Central Europe

HERZOGENAURACH, May 15, 2024 – PUMA has announced the appointment of Bas van den Bemt as the new Managing Director for Central Europe, effective from July 1, 2024. Bas van den Bemt, who has been with PUMA since 2009, will oversee the company's operations in the DACH and Benelux regions. He will report directly to Javier Ortega, Managing Director of Europe.

Bas van den Bemt has held various management and sales roles within PUMA, including more than eight years managing PUMA’s Benelux business and a recent stint as Managing Director of PUMA UK and Ireland. Bas will be based in PUMA’s headquarters in Herzogenaurach.

Lucynda Davies will succeed van den Bemt as Managing Director of PUMA UK and Ireland. Previously from JD Sports, Davies brings over twenty years of experience in the sports industry. She will also report to Javier Ortega.

Bas van den Bemt replaces Nina Graf-Vlachy, who is leaving PUMA to pursue external opportunities. Javier Ortega praised van den Bemt's innovative contributions to PUMA and welcomed Lucynda Davies, acknowledging her extensive industry experience. He also expressed gratitude to Nina Graf-Vlachy for her long-term service and dedication to the company.