Global sportswear brand Puma has announced the opening of its first-ever European flagship store, set to launch this autumn in the heart of London’s Oxford Street.

A Prime Location in a Revitalized Retail Hub

While the exact address has not yet been disclosed, Puma has confirmed that the store will be located “just seconds from Selfridges and Bond Street Tube Station,” placing it near major sports retailers like Adidas and JD Sports.

The 24,000-square-foot space will provide an immersive, interactive shopping experience, blending sports performance, technology, and cutting-edge streetwear design.

A Key Move in Puma’s Brand Elevation Strategy

The London flagship is a critical part of Puma’s global expansion and brand elevation strategy, reflecting the company’s commitment to delivering an innovative retail experience that merges sports, performance, and fashion.

Puma’s CEO, Arne Freundt, emphasized the importance of this launch:

“After unveiling our flagship store in Las Vegas last year, we’re incredibly excited to announce our first flagship store in Europe. Our London store is an important part of our brand elevation strategy, bringing the best of Puma to life for our consumers.”

Enhancing the Consumer Experience

Shoppers can expect a range of unique experiences, including personalization opportunities, new product innovations, and exclusive launches.

Lucynda Davies, Managing Director for Puma UK & Ireland, highlighted the significance of London as a strategic market:

“London is a key city for the brand, and this prestigious location on Oxford Street reflects our commitment to delivering a unique, consumer-led experience.”

She also noted that while Puma’s Carnaby Street store has been a key retail space since 2002, the new Oxford Street flagship will expand the brand’s product offering and enhance its performance and sportstyle categories.

Puma’s Retail Expansion

The opening follows Puma’s Las Vegas flagship launch last year and reinforces the brand’s commitment to strengthening its global presence.

With Oxford Street experiencing a revitalization in retail, Puma’s arrival marks another major investment in one of the world’s most renowned shopping districts.