\n
![](\"https:\/\/static.fibre2fashion.com\/Newsresource\/images\/306\/puma_318448.jpg\")
<\/p>\n
\n<\/p>\n
The new flagship store, located just seconds from Selfridges and Bond Street Tube Station, spans 24,000 square-feet and features PUMA\u2019s industry-leading innovations, such as running technology NITRO, its football boots FUTURE, ULTRA and KING, as well as its current range of lifestyle products.<\/p>\n
Puma has opened its largest European flagship on London’s Oxford Street, a 24,000-sq-ft space showcasing NITRO running tech, key football franchises and lifestyle ranges.
\nThe store features customisation zones, digital experiences, archive displays and a London-exclusive collection, with major events planned through 2025\u201326 as Puma boosts its direct-to-consumer focus.<\/p>\n
\u201cThe opening of our Oxford Street flagship is an exciting moment for PUMA,\u201d said Arthur Hoeld, CEO at PUMA<\/strong><\/em>. \u201cIt\u2019s our first Flagship store in Europe, which gives us the chance to connect with more people than ever before \u2014 right in the heart of one of the world\u2019s 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\u2019s most influential retail destinations. This space not only highlights our product excellence, but also celebrates our heritage and long-standing connection with elite athletes.\u201d<\/p>\n Consumers can take advantage of multiple customisation areas to create unique products, immerse themselves into PUMA\u2019s performance technology NITRO through a digital running video-wall that reacts to every touch, or learn more about the brand\u2019s rich history in the archive area that features iconic pieces from the past 77 years of the brand.<\/p>\n \u201cLondon is one of the most competitive retail markets in the world, and Oxford Street is its main stage,\u201d Lucynda Davies, Managing Director UK & Ireland at PUMA<\/strong><\/em>, added. \u201cThis flagship shows our confidence in the UK and reflects our commitment to delivering fresh, creative experiences that feel authentic to PUMA.\u201d<\/p>\n To mark the opening, PUMA introduced a London Exclusive collection designed by Heiko Desens, PUMA\u2019s Vice President Creative Direction & Innovation. Inspired by the city\u2019s community spirit and creative energy, the collection reimagines British icons such as the Union Flag and Harris Tweed through PUMA\u2019s modern lens. The limited-edition pieces are available exclusively at the London Flagship.<\/p>\n Now open to the public, the London Flagship will have a dynamic program of events and activations for the rest of 2025 and into 2026, hosting exclusive collaborations and athlete appearances to evolving in-store experiences, ensuring the flagship remains a vibrant destination long after launch.<\/p>\n As part of the store\u2019s activation plans, PUMA will hold a dedicated launch event on December 4, celebrating its official debut. In the months ahead, the London Flagship will also serve as the stage for major brand moments, including a pre-race HYROX experience for HYROX London athletes on the December 3, and a special motorsport event on December 11, which will highlight PUMA\u2019s racing heritage and the PUMA x Aston Martin F1 Team partnership and a Select Capsule Collection.<\/p>\n In October, PUMA outlined its new strategic priorities aimed at resetting the company and establishing it as a Top 3 sports brand globally. While both its Wholesale and its direct-to-consumer business will continue to play an important role in PUMA\u2019s distribution strategy, the company aims to evolve its channel mix and aim for higher growth in our direct-to-consumer channels to bring it closer to industry averages.<\/p>\n
<\/p>\n Fibre2Fashion News Desk (RM)<\/p>\n
\n <\/p><\/div>\n\tNote: The headline, insights, and image of this press release may have been refined by the Fibre2Fashion staff; the rest of the content remains unchanged.<\/h6>\n