Puma Names Bas van den Bemt as New Managing Director of Central Europe

Sportswear brand Puma has announced Bas van den Bemt as the new managing director of central Europe, as Nina Graf-Vlachy exits the business for a position at Zalando. Van den Bemt will assume responsibility for Puma’s operations in Germany, Austria, and Switzerland (DACH) as well as Belgium, the Netherlands, and Luxembourg (Benelux) starting July 1.

Van den Bemt, who has been with Puma since 2009, has held various management and sales roles, including overseeing the Benelux business for eight years. Most recently, he served as the managing director of Puma UK and Ireland. His extensive experience within the company makes him well-suited for this new role.

Lucynda Davies will replace Van den Bemt as the head of Puma’s UK and Ireland region. Davies brings over twenty years of experience in the sports industry, joining Puma from JD Sports, where she was the chief brand relationship officer. Both van den Bemt and Davies will report to Javier Ortega, managing director of Europe.

Commenting on the appointments, Ortega said, “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. 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.”

Nina Graf-Vlachy has been a pivotal figure at Puma, contributing significantly over the past decade. Her departure to join Zalando marks the end of a notable tenure, during which she played a crucial role in the brand’s growth and development.

Van den Bemt’s appointment comes as Puma continues to strengthen its position in the European market. His track record of innovative strategies and strong partnerships is expected to drive further success in his new role. Meanwhile, Davies’ appointment signals a fresh direction for the UK and Ireland regions, leveraging her deep industry expertise.

This leadership transition highlights Puma’s commitment to maintaining robust growth and innovation across its European operations, ensuring that the brand continues to connect effectively with consumers and partners alike.