PUMA to open first European flagship store

The store will be located on London’s Oxford Street, very close to both Selfridges and Bond Street tube station.

Sporting goods giant PUMA has chosen to open its first-ever European flagship store in the heart of London’s West End in Autumn 2025. Located in a prime position on Oxford Street, very close to both the famous Selfridges store and Bond Street tube station, the 24,000 square foot space will, according to the German multinational organisation, offer customers who visit ‘an immersive, interactive experience that blends sports performance and technology with cutting-edge streetwear designs’.

The opening of this facility is part of PUMA’s brand elevation strategy which is being used to strengthen its global presence. The new London store will reportedly blend sport, performance and fashion, where customers can share in a range of unique experiences, including opportunities for what is termed ‘personalisation’ of products.

“After unveiling our flagship store in Las Vegas last year, we’re incredibly excited to announce that our first flagship store in Europe will open later this year,” said PUMA chief executive, Arne Freundt when reviewing the plans for the new London retail site. “We look forward to moving into our new home of the brand in one of the most vibrant global cities and to exciting our consumers.”

Lucynda Davies, managing director of PUMA for the UK and Ireland, commented: “While our Carnaby Street store has served us well since 2002, this flagship store will extend our product offering and bring PUMA’s performance and sportstyle categories to life in a flagship store setting.”

Publishing Data

This article was originally published on page 3 of the April 2025 issue of SATRA Bulletin.

Other articles from this issue »

---