PUMA has opened its largest European flagship store on Oxford Street in London. The new store is close to Selfridges and Bond Street Tube Station and covers 24,000 square feet. It brings together PUMA’s latest products, innovations, and brand stories in one place.
The store features the company’s newest running technology, NITRO™, along with its well-known football boots FUTURE, ULTRA, and KING. It also includes a wide range of lifestyle products designed for everyday wear.
PUMA’s CEO, Arthur Hoeld, said the London flagship is an important moment for the brand. It gives PUMA a chance to connect with more people in one of the world’s busiest shopping areas. He explained that the store highlights both PUMA’s product quality and its long history with top athletes.
Visitors can explore customisation zones, a digital running wall that reacts to touch, and an archive area that shows key items from PUMA’s 77-year history. Managing Director for the UK & Ireland, Lucynda Davies, said the store reflects PUMA’s confidence in the UK market and its commitment to offering fresh and authentic experiences.
To celebrate the opening, PUMA released a London Exclusive collection. The limited-edition pieces are inspired by the city’s spirit and give classic British symbols a modern twist. These items are only available at the new store.
The flagship will also host events throughout 2025 and 2026, including athlete appearances, collaborations, and special experiences for fans. A launch event will take place on December 4, and later events will highlight PUMA’s motorsport heritage and its partnership with the Aston Martin F1 Team.
The new store also fits into PUMA’s larger plan to grow its direct-to-consumer business and strengthen its position as one of the top global sports brands.
Shahriena Shukri is a journalist covering business and economic news in Malaysia, providing insights on market trends, corporate developments, and financial policies. More about Shahriena Shukri.
