Puma to open first-ever European flagship store on London’s Oxford Street

German sportswear giant Puma is gearing up to open its first-ever European flagship store on London’s Oxford Street in autumn 2025.

The new 24,000 sq ft space will offer an immersive, interactive experience that "blends sports performance and technology with cutting-edge streetwear designs".

The London store will be Puma’s fourth flagship opening in recent years, following Mexico City, New York and Las Vegas, "demonstrating the continued progress of the brand’s bricks-and-mortar expansion strategy" and strategical investment in destination stores.

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 will open later this year.

"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 UK & Ireland at PUMA, 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 sport style categories to life in a flagship store setting."