The flagship will not only showcase PUMA’s latest product ranges across performance and lifestyle categories but also feature personalization opportunities, allowing customers to create unique, one-of-a-kind pieces
Global sportswear giant PUMA has announced plans to open its first-ever European flagship store in Autumn 2025, right in the heart of London’s bustling West End. The new 24,000-square-foot store, located just steps from Selfridges and Bond Street Tube Station, promises to deliver an immersive and interactive retail experience, blending cutting-edge sports performance, technology, and streetwear fashion.
The landmark opening marks a major milestone in PUMA’s brand elevation strategy, aimed at strengthening its global footprint and offering consumers a dynamic shopping experience that reflects the brand’s deep roots in sport and street culture innovation.
“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 designs through an immersive experience,” said Arne Freundt, CEO of PUMA. “After launching our flagship store in Las Vegas last year, we’re incredibly excited to open our first in Europe. We look forward to moving into our new home in one of the world’s most vibrant cities and thrilling our consumers.”
The flagship will not only showcase PUMA’s latest product ranges across performance and lifestyle categories but also feature personalization opportunities, allowing customers to create unique, one-of-a-kind pieces.
Lucynda Davies, Managing Director of PUMA 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 Oxford Street location reflects our commitment to delivering a unique, consumer-led experience. While our Carnaby Street store has served us well since 2002, the new flagship will expand our product offering and bring our performance and sportstyle categories to life in a new and exciting way.”
Further announcements about the store’s grand opening are expected in the coming months ahead of its official launch in Q4 2025.
For more information about PUMA and its new “Go Wild” Brand Campaign, visit puma.com or follow @PUMA on social media.
