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By Erik Svenson
Puma narrows 2026 operating loss forecast amid softer consumer demand
Erik Svenson
Erik Svenson
Reporter · Fargo, ND
Erik Svenson is a passionate arts journalist with over five years of experience in cultural reporting. He graduated from Minnesota State University and has worked for various arts publications in the region, highlighting local artists and events.
More from Erik →Reporter · Friday, October 30, 2026 at 7:30 AM · 1 min read
Oct 30 (Reuters) German sportswear maker Puma narrowed the guidance for its 2026 operating loss on Friday, with the midpoint of the range weakening slightly amid muted consumer demand. The company now expects an operating loss of €80 million to €130 million ($89 million to $145 million) in 2026, compared with a previous forecast for a loss of €50 million to €150 million. Puma s third-quarter operating loss was €11.4 million, compared with a profit of €16.2 million a year earlier and analysts average forecast for a loss of €10 million. The figure includes a positive effect of €29.8 million from US tariff refunds, and one-off costs of €11.7 million related to the company s cost efficiency programme. Our third-quarter performance was in line with expectations as we continued to move Puma through this transition year while laying the foundation for future growth, CEO Arthur Hoeld said in a statement. Puma posted quarterly sales of €1.77 billion, down 5% from last y
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