[In the picture] London flagship store reinforces Puma’s global ambitions

Puma has opened a new flagship store on Oxford Street in London, its largest in Europe. Customisation tools and digital innovation set the tone in this ambitious new location.

Stronger focus on direct sales

With its new location on Oxford Street, within walking distance of Selfridges and Bond Street underground station, Puma has chosen one of the busiest shopping destinations in Europe. In the 2,230 sqm store, the sports brand showcases leading innovations such as the Future, Ultra, and King football boots, as well as an extensive range of lifestyle products.

Shoppers try out various customisation options to create unique products. The eye-catcher is a digital video wall that responds to every touch, where visitors can immerse themselves in the ‘Nitro’ running technology. In the archive section, you can learn more about the brand’s history, with important pieces from the past 77 years. Puma is also launching an exclusive collection for London, featuring British icons such as the Union Flag and Harris Tweed.

In October, the sports brand set out its new strategic priorities: Puma wants to become one of the three largest sports brands in the world and will focus more strongly on direct sales channels to consumers, although wholesale will continue to play an important role in its distribution strategy.