Puma to open first European flagship on Oxford Street this autumn

Puma is will open the doors to a new flagship store in Oxford Street this autumn, marking its first-ever European flagship.

The 24,000sq ft site will offer an immersive, interactive experience, blending sports performance and technology with streetwear designs, according to the sportswear retailer.

The move forms part of Puma’s brand elevation strategy to strengthen its global presence and deliver a shopping experience reflecting its innovation, sports performance, and connection to global street culture.

Customers will be able to immerse themselves in a range of unique experiences at the store, including personalisation opportunities.

Puma UK and Ireland managing director Lucynda Davies said, “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.”

The retailer noted that further announcements would be made ahead of the flagship’s opening during its fourth quarter.

It comes after the brand unveiled plans for the new store earlier this month.

Puma opened its Carnaby Street store in August 2023, marking its continued investment into the UK retail market.

The sportswear giant joins Ikea in launching an Oxford Street flagship, with the DIY chain recently confirming its highly anticipated site would open in May.

At the start of the year, Mango also signed a new UK flagship store at 415-419 Oxford Street as it accelerated its expansion plans.

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