Puma’s first ever European flagship store needs a big city and a big address. So the German sportswear giant has chosen London’s Oxford Street for the location of its highly anticipated autumn opening.
Bringing yet further kudos to a slowly revitalising Oxford Street, there’s no news yet of the exact location but it will be “just seconds from Selfridges and Bond Street Tube Station”, so in close proximity to other sports stores from Adidas and JD Sports.
It will measure 24,000 sq ft to offer an “immersive, interactive experience that blends sports performance and technology with cutting-edge streetwear designs”.
The move comes as part of Puma’s “brand elevation strategy” (yes, that popular phrase of recent years) aimed at strengthening its presence globally, “delivering a shopping experience that reflects the brand’s innovation, sports performance, and deep connection to global street culture”.
So it promises an “unparalleled experience, blending sport, performance, and fashion, where customers can immerse themselves in a range of unique experiences, including personalisation opportunities”.
Arne Freundt, CEO at Puma, said:“After unveiling our flagship store in Las Vegas last year, we’re incredibly excited to announce that our first flagship store in Europe.
“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.” Lucynda Davies, Puma managing director for the UK & Ireland, added: “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.
She added: “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”.
