Why Salma Hayek’s husband is selling Puma? What Small Business Owners can Learn

From Knowing Your Business’s Value to Finding the Right Buyer: A Step-by-Step Guide for First-Time Sellers

Recently, Bloomberg reported that the French Pinault family and husband of Salma Hayek—owners of luxury group Kering (which controls Gucci and other high-end brands)—is considering selling its 29% stake in Puma, the German sportswear company.

Why? Because their holding company, Artemis, has accumulated significant debt and is looking to diversify its investments. Instead of keeping all their money in one place, they are exploring options, including selling their stake to potential buyers.

The stake in Puma is valued at around €800 million ($936 million). To prepare, the family is working with advisors to evaluate the business, understand its market value, and contact potential buyers.

Even though Puma’s stock lost more than 60% of its value over the last two years, news of a possible sale caused shares to rise by 18% in a single day.

What Small Business Owners Can Learn

Selling a business might sound like something only billionaires do, but the process is similar whether you own a taquería, a small store, or a tech startup. Here’s a step-by-step guide:

1. When Is It Time to Sell?

• Personal reasons: Retirement, health, burnout, or wanting to try something new.
• Financial reasons: Too much debt, declining sales, or simply wanting to cash out while the business still has value.
• Strategic reasons: You may want to merge with another company, diversify investments, or take advantage of a hot market.

Lesson from Puma: The Pinault family considered selling because they needed to reduce debt and diversify.

2. How Do You Know the Value of Your Business?

Valuing a business isn’t just about what you think it’s worth. You need facts. Here are common ways:

• Assets: Equipment, property, inventory.
• Earnings: How much profit the business makes.
• Market comparisons: What similar businesses sold for.
• Future potential: Growth opportunities and customer base.

Many owners hire a business broker, accountant, or valuation expert to get a realistic number.

Lesson from Puma: Analysts estimated their stake at €800 million based on Puma’s stock market value.

3. How Do You Find a Buyer?

• Direct contacts: Competitors, suppliers, or even employees may be interested.
• Business brokers: Professionals who connect sellers with buyers.
• Advisors: Lawyers and accountants can help you find serious, qualified buyers.
• Confidential listings: Platforms where you can list your business for sale without revealing your identity.

Lesson from Puma: The Pinaults worked with advisors who reached out to possible buyers privately.

4. The Selling Process

1. Prepare your financials – clean up your books and show clear profits.
2. Get a valuation – know your true worth.
3. Find buyers – through brokers, networks, or advisors.
4. Negotiate – price, payment terms, and conditions.
5. Due diligence – the buyer reviews all your records.
6. Close the deal – contracts are signed, money is transferred, and ownership changes hands.

Final Advice for Small Business Owners

• Don’t wait until you’re desperate to sell—prepare early.
• Always know your numbers (profit, debt, growth potential).
• Consider getting professional help to avoid mistakes.
• Remember: selling a business can take months or even years. Be patient.

Whether it’s a small restaurant or a global brand like Puma, the steps to selling a business are surprisingly similar. The difference is the scale.