Senior moves at Puma German sportswear brand Puma has appointed Bas van den Bemt as its managing director of Central Europe. By Footwearbiz.

He has been with Puma since 2009 in various management and sales positions. He oversaw the Benelux business for more than eight years and most recently worked as the managing director of Puma UK and Ireland. He will be based at the group headquarters in Herzog.

Lucynda Davies will take over Bas’s role as managing director of Puma UK and Ireland. She has more than 20 years of experience in the sports industry and joins from JD Sports, where she has been working as the chief brand relationship officer.

In Central Europe, Bas replaces Nina Graf-Vlachy, who will pursue opportunities outside of the company.