Puma Opens Largest European Flagship Store On London’s Oxford Street
Puma has opened its biggest European flagship store on London’s Oxford Street, bringing the brand’s latest products, technologies and immersive experiences directly to consumers in one of Europe’s busiest retail destinations. Located near Selfridges and Bond Street Tube Station, the 24,000 sq. ft. store showcases Puma’s leading performance innovations—including its NITRO running technology and FUTURE, ULTRA, and KING football boots—alongside its full lifestyle range.
Arthur Hoeld, CEO of Puma, described the opening as a major milestone for the company, noting that its first European flagship provides a powerful platform to engage shoppers, highlight performance innovations and strengthen brand presence in a globally influential retail hub. The store celebrates Puma’s heritage through an archive zone featuring iconic pieces from the brand’s 77-year history, while multiple customization areas and an interactive NITRO digital running wall offer consumers personalized and immersive experiences.
Lucynda Davies, Managing Director UK & Ireland at Puma, said the flagship reflects the brand’s confidence in the UK market and its commitment to delivering creative, authentic retail experiences in one of the world’s most competitive shopping landscapes.
To mark the launch, Puma unveiled a London Exclusive collection that reinterprets British icons, including the Union Flag and Harris Tweed, through a contemporary Puma lens. The limited-edition range is available only at the new flagship.
The store will host a year-long programme of events and activations throughout 2025 and 2026, including exclusive collaborations, athlete appearances and evolving in-store experiences. Upcoming highlights include a dedicated launch event on December 4, a pre-race HYROX experience for athletes on December 3, and a motorsport-themed event on December 11 featuring Puma’s racing heritage and the PUMA x Aston Martin F1 Team partnership.
The opening follows Puma’s announcement in October of new strategic priorities aimed at resetting the company and positioning it among the world’s top three sports brands. As part of this strategy, Puma plans to accelerate growth in its direct-to-consumer channels to move closer to industry benchmarks while maintaining the importance of both wholesale and retail distribution.
