Exclusive-France's Artemis won't exit Puma stake at current value, source says

Core Viewpoint - Artemis, the holding company of the Pinault family, will not sell its 29% stake in Puma at the current market value and is not in negotiations for a deal, despite previous reports suggesting otherwise [1][2]. Stake and Market Activity - Artemis' stake in Puma is valued at approximately $960 million, and the company has received interest from various potential buyers, including private equity firms and industry peers, but is not currently negotiating any sales [1][2][5]. - Following the August 25 report about potential buyers, Puma shares surged by 15% but have since lost most of those gains [2]. Valuation and Market Performance - A source indicated that Artemis believes Puma is worth significantly more than its current market value, reflecting a strong belief in the brand's potential despite its recent struggles [3]. - Puma's shares have decreased over 60% in value over the past two years due to a loss of market share and challenges in generating interest in new sneaker models [3]. Future Outlook - While Puma may not remain in Artemis' portfolio indefinitely, the timing for a sale is not considered right at present [4]. - The newly appointed CEO of Puma, Arthur Hoeld, has the full confidence of Artemis, and the company does not face any debt maturities in the near term that would necessitate asset sales [6].