PUMA Opens Largest European Flagship Store on Oxford Street in London
Photo Credit: PUMA
LONDON, December 1, 2025 (V SHADES) - Sports apparel brand PUMA has opened its largest European flagship store on Oxford Street in London. The new location is the company’s first European flagship and is intended to bring a wider range of products and brand storytelling directly to consumers in a high-traffic retail district.
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The flagship is located near Selfridges and Bond Street Tube Station and spans 24,000 square feet. The store features PUMA’s performance lines, including its NITRO™ running technology and FUTURE, ULTRA and KING football boots, alongside lifestyle collections.
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“The opening of our Oxford Street flagship is an exciting moment for 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,” said Arthur Hoeld, CEO at PUMA.
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The store includes multiple customization areas where shoppers can create personalized products, a digital running video wall that responds to touch to showcase NITRO™ technology, and an archive zone displaying items from the brand’s 77-year history.
“London is one of the most competitive retail markets in the world, and Oxford Street is its main stage. This flagship shows our confidence in the UK and reflects our commitment to delivering fresh, creative experiences that feel authentic to PUMA,” said Lucynda Davies, Managing Director UK & Ireland at PUMA.
To coincide with the opening, PUMA introduced a London Exclusive collection designed by Heiko Desens, Vice President Creative Direction & Innovation. The capsule reinterprets British elements such as the Union Flag and Harris Tweed through PUMA’s design lens and is available only at the London flagship.
The company plans a program of events and activations at the store through 2025 and into 2026, including collaborations, athlete appearances and thematic in-store experiences. Upcoming activities include a dedicated launch event on December 4, a pre-race HYROX experience on December 3, and a motorsport-focused event on December 11 featuring the PUMA x Aston Martin F1 Team partnership and a Select Capsule Collection.
PUMA has stated that the Oxford Street flagship supports its broader strategy to adjust its channel mix by growing direct-to-consumer operations alongside its wholesale business.
For more information about PUMA and its products, visit www.puma.com.
Source: PUMA
