Puma Opens Its Largest European Flagship Store on London Oxford Street

Puma has officially opened its largest European flagship store on London’s iconic Oxford Street. This marks a significant milestone for the brand in one of the world’s most prestigious retail destinations. Spanning an impressive 24,000 square feet, the new store sits in a prime location near Selfridges and the Bond Street tube station. Thus, positioning Puma at the center of London’s vibrant shopping landscape.

A Major Moment for Puma’s Global Retail Strategy

Company CEO Arthur Hoeld emphasized the importance of this launch. He noted that the Oxford Street flagship represents a powerful step in strengthening Puma’s connection with consumers. “The opening of our Oxford Street flagship is an exciting moment for Puma,” Hoeld said. He highlighted that this is the company’s first flagship store in Europe. This gives the brand unprecedented reach and visibility in a market known for its cultural influence and global appeal.

Hoeld added that the store offers a dynamic platform to showcase Puma’s latest performance innovations. It deepens consumer engagement and reinforces its long-standing heritage connected to elite athletes. According to him, the new space not only reflects the brand’s product excellence, but it also celebrates the legacy built over decades of innovation.

Innovation Meets Heritage in a Dynamic Retail Environment

The flagship features several immersive design elements intended to elevate the in-store experience. Shoppers can explore multiple customization zones, allowing them to personalize products in real time. Additionally, a large digital video wall highlights the brand’s Nitro foam technology. It gives visitors a closer look at the performance-focused engineering behind Puma’s footwear lineup.

To honor the brand’s rich history, Puma has included an archive area filled with iconic pieces spanning its 77-year legacy. This curated section offers fans a glimpse into the evolution of the brand. It also shows its ongoing influence across sport and culture.

A London-Exclusive Collection Debuts

To celebrate the grand opening, Puma introduced a special London-exclusive collection designed by Heiko Desens, the brand’s VP of Creative Direction and Innovation. The collection draws inspiration from quintessential British symbols, including the Union Flag and Harris Tweed. This blend of cultural heritage with Puma’s modern design language underscores the brand’s commitment to offering localized experiences that resonate with the city and its global audience.

A Bold Move in a Highly Competitive Market

Lucynda Davies, Managing Director of Puma UK and Ireland, emphasized the strategic importance of opening on Oxford Street. “London is one of the most competitive retail markets in the world, and Oxford Street is its main stage,” she said. According to Davies, the flagship store reflects the brand’s confidence in the UK market. It also reinforces Puma’s dedication to delivering fresh, creative retail experiences that stay true to the brand’s DNA.

Part of a Larger Transformation Plan

Earlier in October, Puma outlined a broader transformation plan to evolve its channel mix and accelerate growth in its direct-to-consumer (DTC) segments. This shift brings the company closer to industry benchmarks and positions the brand for stronger long-term performance. The Oxford Street flagship plays a key role in this strategy by serving as a model for future retail expansion and experience-driven consumer engagement.

Through this new flagship, Puma demonstrates its commitment to innovation, cultural connection, and strategic growth, solidifying its presence as a major player in one of the world’s most influential retail hubs.