Puma has opened its largest European flagship store on London’s Oxford Street. The space spans 24,000 square feet and is located near Selfridges and the Bond Street tube station.
“The opening of our Oxford Street flagship is an exciting moment for Puma,” said company CEO Arthur Hoeld. “It’s our first flagship store in Europe, which gives us the chance to connect with more people than ever before — right in the heart of one of the world’s most iconic shopping destinations. It is a powerful platform to engage directly with consumers, showcase our latest performance innovations and strengthen our brand presence in one of the world’s most influential retail destinations. This space not only highlights our product excellence but also celebrates our heritage and long-standing connection with elite athletes.”
The store features multiple customization areas, a digital video wall showcasing the brand’s Nitro foam technology and an archive area featuring iconic pieces from the brand’s past 77 years.
To mark the opening, Puma introduced a London-exclusive collection designed by Heiko Desens, the brand’s VP of Creative Direction and Innovation, inspired by British icons such as the Union Flag and Harris Tweed.
“London is one of the most competitive retail markets in the world, and Oxford Street is its main stage,” Lucynda Davies, managing director of the UK and Ireland at Puma, added. “This flagship shows our confidence in the UK and reflects our commitment to delivering fresh, creative experiences that feel authentic to Puma.”
In October, Puma outlined a transformation plan that, in part, aims to evolve its channel mix and achieve higher growth in direct-to-consumer channels to bring it closer to industry averages.
Image courtesy Puma
