PUMA Unveils Innovative West End Flagship to Redefine Retail Experience in Europe

PUMA Unveils Innovative West End Flagship to Redefine Retail Experience in Europe

(IN BRIEF) PUMA is set to open its first European flagship store in London’s West End in Autumn 2025, strategically located near Selfridges and Bond Street Tube Station. The 24,000 square-foot venue will offer an immersive, interactive experience that blends sports performance, technological innovation, and streetwear design. As part of its global brand elevation strategy, PUMA aims to strengthen its international presence and deliver a retail experience that captures the essence of its innovative spirit and strong ties to global street culture. The new store will feature unique experiential elements, including personalization options, that allow customers to engage deeply with the brand. This initiative follows the success of their Las Vegas flagship and builds on the longstanding reputation established by their Carnaby Street store in London. PUMA’s leadership, including CEO Arne Freundt and UK & Ireland Managing Director Lucynda Davies, expressed enthusiasm about the new store’s potential to showcase the latest brand innovations and expand its performance and sportstyle offerings. Additional announcements will be made as the opening date in Q4 2025 draws closer.

(PRESS RELEASE) HERZOGENAURACH, 1-Apr-2025 — /EuropaWire/ — PUMA is gearing up to launch its much-awaited flagship store in London’s West End in Autumn 2025, marking the brand’s inaugural European flagship location. Strategically situated mere seconds from Selfridges and Bond Street Tube Station, the expansive 24,000 square-foot store will deliver an immersive and interactive environment that seamlessly fuses sports performance, technological innovation, and cutting-edge streetwear aesthetics.

This bold move is a key element of PUMA’s global brand elevation strategy, aimed at enhancing its international footprint and offering a retail experience that epitomizes innovation, athletic performance, and a deep-rooted connection to global street culture.

The new store promises a unique blend of sport, style, and customization opportunities, allowing customers to engage with the brand in dynamic new ways. “After unveiling our flagship store in Las Vegas last year, we’re incredibly excited to announce that our first flagship store in Europe will open later this year,” said Arne Freundt, CEO at PUMA. “Our London flagship store is an important part of our brand elevation strategy. It brings the best of the PUMA brand to life for our consumers and showcases our latest innovations and design newness as part of an immersive experience. We look forward to moving into our new home of the brand in one of the most vibrant global cities and to exciting our consumers.”

Lucynda Davies, Managing Director for the UK & Ireland, added, “We’re thrilled to announce our new flagship store in London, marking an exciting step forward for PUMA in the UK. 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. While our Carnaby Street store has served us well since 2002, this flagship store will extend our product offering and bring PUMA’s performance and sportstyle categories to life in a flagship store setting.” More details and updates will be shared as the grand opening in Q4 2025 approaches.

For more information about PUMA and our new Go Wild brand Campaign, visit puma.com or follow our journey on social media @PUMA.

Media Contact:

Mario Almeida
Director of Global PR & Brand Activations
mario.almeida@puma.com

SOURCE: PUMA