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Puma has opened its biggest European flagship store on Oxford Street in London, marking the sportswear firm’s first flagship site in the region.
The 24,000-square-foot space, located near Selfridges and Bond Street Tube Station, brings the company’s performance ranges and lifestyle products together in one of the capital’s busiest retail districts.
The store showcases Puma’s running technology Nitro – its cushioning system for trainers – alongside its Future, Ultra and King football boots and wider fashion lines. It is part of the company’s plan to expand direct engagement with shoppers through its own retail channels.
The company has introduced a London Exclusive collection for the launch, drawing on the city’s design heritage, including reinterpretations of the Union Flag and Harris Tweed. The limited-edition items are available only at the new store.
A programme of events is planned through 2025 and 2026, including collaborations and athlete appearances. Puma will host an official launch event on 4 December, following a Hyrox pre-race experience for athletes on 3 December. A motorsport-focused event on 11 December will highlight the brand’s racing links, including its partnership with the Aston Martin Formula One Team.
Arthur Hoeld, chief executive of Puma, said: “It is 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.
“This space not only highlights our product excellence, but also celebrates our heritage and long-standing connection with elite athletes.”
Lucynda Davies, managing director UK&I 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, the company set out new strategic priorities intended to reset the business and support its aim of becoming one of the top three global sports brands. While wholesale distribution will remain important, Puma said it expects stronger growth from its direct-to-consumer channels as it moves towards what it described as a more balanced mix closer to industry norms.
