PUMA opens European flagship store on Oxford Street
PUMA has opened a 24,000 square foot store on London’s Oxford Street.
Situated close to Selfridges and Bond Street tube station, the space includes features such as customisation areas, a digital running video-wall that reacts to every touch, and an archive area showcasing iconic pieces from the brand’s 77-year history.
As part of the store’s activation plans, PUMA will host a dedicated launch event on 4 December to mark its official opening.
Arthur Hoeld, chief executive of PUMA, said: “The opening of our Oxford Street flagship is an exciting moment for PUMA.
Subscribe to TRB“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 will host a dynamic programme of events and activations ranging from exclusive collaborations and athlete appearances to evolving in-store experiences.
In the months ahead, the space will also serve as a stage for key brand moments such as a pre-race HYROX experience for HYROX London athletes on 3 December.
Meanwhile, a motorsport showcase on 11 December will highlight PUMA’s racing heritage and the PUMA x Aston Martin F1 Team partnership and a select capsule collection.
Lucynda Davies, managing director UK & Ireland at PUMA, said: “London is one of the most competitive retail markets in the world, and Oxford Street is its main stage.
“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 plans to establish the company as a top three sports brand globally, including work to evolve its channel mix and deliver higher growth in direct-to-consumer channels.
