PUMA opens London flagship store

The 124,000 square foot store is located in a prime position on Oxford Street.

Sporting goods giant PUMA has opened its first-ever European flagship store in the heart of London’s West End. 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, ‘bring the best of the company’s products and immersive storytelling closer to consumers in one of the busiest shopping destinations in Europe’.

“The opening of our Oxford Street flagship is an exciting moment for PUMA,” said CEO Arthur Hoeld, who described the new store as strengthening the company’s brand presence in one of the world’s most influential retail areas.

The London flagship will reportedly have a dynamic programme of events and activations into 2026, hosting what are described as exclusive collaborations and athlete appearances to evolving in-store experiences which, according to PUMA, ‘will ensure that the flagship remains a vibrant destination long after launch’.

Publishing Data

This article was originally published on page 4 of the December 2025 issue of SATRA Bulletin.

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