First Look: Puma opens its largest-ever European flagship
An athletic footwear and apparel giant has unveiled its largest-ever European store in one of the busiest shopping areas in all of Europe.
Located on Oxford Street in London near Selfridges, the new Puma flagship spans 24,000 sq. ft. and features a wide array of Puma’s lifestyle products. The space features multiple customization areas where customes can create unique products and immerse themselves into Puma’s performance technology through a digital running video-wall that reacts to every individual touch.
In addition, customers can learn about Puma's rich history in an archive area that features iconic pieces from the brand's 77-year history.
“The opening of our Oxford Street flagship is an exciting moment for Puma,” said Arthur Hoeld, CEO of 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.”
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Image courtesy of Puma. -
Image courtesy of Puma. -
Image courtesy of Puma. -
Image courtesy of Puma. -
Image courtesy of Puma.
The London flagship will feature a program of events and activations for the rest of 2025 and into 2026, including hosting exclusive collaborations, athlete appearances and other in-store experiences.
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As part of the store’s activation plans, Puma will hold a dedicated launch event on Dec. 4, celebrating its official debut. In the months ahead, the London flagship will also serve as the stage for major Puma brand moments.
“London is one of the most competitive retail markets in the world, and Oxford Street is its main stage,” said Lucynda Davies, managing director U.K. & Ireland at Puma. “This flagship shows our confidence in the U.K. and reflects our commitment to delivering fresh, creative experiences that feel authentic to Puma.”
The Puma Group owns the brands Puma, Cobra Golf and Stichd. The company distributes its products in more than 120 countries, employs about 20,000 people worldwide, and is headquartered in Herzogenaurach, Germany.
