The new flagship store, situated simply seconds from Selfridges and Bond Street Tube Station, spans 24,000 square-feet and options PUMA’s industry-leading improvements, reminiscent of working expertise NITRO, its soccer boots FUTURE, ULTRA and KING, in addition to its present vary of way of life merchandise.
Puma has opened its largest European flagship on London’s Oxford Street, a 24,000-sq-ft area showcasing NITRO working tech, key soccer franchises and way of life ranges.
The store options customisation zones, digital experiences, archive shows and a London-exclusive assortment, with main occasions deliberate by means of 2025–26 as Puma boosts its direct-to-consumer focus.
“The opening of our Oxford Street flagship is an exciting moment for PUMA,” mentioned Arthur Hoeld, CEO at PUMA. “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.”
Consumers can make the most of a number of customisation areas to create distinctive merchandise, immerse themselves into PUMA’s efficiency expertise NITRO by means of a digital working video-wall that reacts to each contact, or study extra concerning the model’s wealthy historical past in the archive space that options iconic items from the previous 77 years of the model.
“London is one of the most competitive retail markets in the world, and Oxford Street is its main stage,” Lucynda Davies, Managing Director UK & Ireland at PUMAadded. “This flagship shows our confidence in the UK and reflects our commitment to delivering fresh, creative experiences that feel authentic to PUMA.”
To mark the opening, PUMA launched a London Exclusive assortment designed by Heiko Desens, PUMA’s Vice President Creative Direction & Innovation. Inspired by town’s neighborhood spirit and artistic vitality, the gathering reimagines British icons such because the Union Flag and Harris Tweed by means of PUMA’s trendy lens. The limited-edition items can be found solely on the London Flagship.
Now open to the general public, the London Flagship can have a dynamic program of occasions and activations for the remainder of 2025 and into 2026, internet hosting unique collaborations and athlete appearances to evolving in-store experiences, guaranteeing the flagship stays a vibrant vacation spot lengthy after launch.
As a part of the store’s activation plans, PUMA will maintain a devoted launch occasion on December 4, celebrating its official debut. In the months forward, the London Flagship may even function the stage for main model moments, together with a pre-race HYROX expertise for HYROX London athletes on the December 3, and a particular motorsport occasion on December 11, which is able to spotlight PUMA’s racing heritage and the PUMA x Aston Martin F1 Team partnership and a Select Capsule Collection.
In October, PUMA outlined its new strategic priorities geared toward resetting the corporate and establishing it as a Top 3 sports activities model globally. While each its Wholesale and its direct-to-consumer enterprise will proceed to play an necessary position in PUMA’s distribution technique, the corporate goals to evolve its channel combine and goal for larger development in our direct-to-consumer channels to carry it nearer to {industry} averages.
Note: The headline, insights, and picture of this press launch could have been refined by the Fibre2Fashion employees; the remainder of the content material stays unchanged.
Fibre2Fashion News Desk (RM)