Puma unveils largest European flagship on London’s Oxford Street

Puma has today unveiled a new 24,000 sq ft flagship store at 376-384 Oxford Street in London, and will host a dedicated launch event on 4 December to celebrate its official debut.

The new store is bringing the best of the brand’s footwear and apparel offer and “immersive storytelling” to the heart of the West End, featuring ‘Nitro’ running shoes, ‘King’, ‘Future’ and ‘Ultra’ football boots and a whole range of lifestyle products.

Arthur Hoeld, CEO at Puma, said: “The opening of our Oxford Street flagship is an exciting moment for Puma. It’s our first flagship store in Europe, which gives us the chance to connect with more people than ever before — right in the heart of one of the world’s most iconic shopping destinations.

“It is a powerful platform to engage directly with consumers, showcase our latest performance innovations, and strengthen our brand presence in one of the world’s most influential retail destinations.

“This space not only highlights our product excellence, but also celebrates our heritage and long standing connection with elite athletes."

Consumers can take advantage of multiple customisation areas to create unique products. There’s also a digital running video wall that reacts to every touch, as well as an archive area with iconic pieces from the past 77 years of Puma - where customers can learn about the brand’s rich sports heritage.

Lucynda Davies, Managing Director UK & Ireland at Puma, added: “London is one of the most competitive retail markets in the world, and Oxford Street is its main stage.

“This flagship shows our confidence in the UK and reflects our commitment to delivering fresh, creative experiences that feel authentic to Puma.”

To mark the opening, Puma has introduced a London exclusive collection designed by Heiko Desens, Puma’s Vice President of Creative Direction & Innovation. The collection reimagines British icons such as the Union Flag and Harris Tweed “through a modern Puma lens”. The limited-edition pieces are available exclusively at the new flagship.

Throughout the rest of 2025, and into 2026, Puma will launch exclusive collaborations in the store and there will be athlete appearances “ensuring the flagship remains a vibrant destination long after launch”.

The London flagship will also serve as the stage for major brand moments, including a pre-race HYROX experience for London athletes on 3 December, as well as a motorsport event on 11 December which will highlight Puma’s racing heritage and the Puma x Aston Martin F1 Team partnership, including a new capsule collection.

In October, Puma outlined its new strategic priorities “aimed at resetting the company and establishing it as a top three sports brand globally”.

While both its wholesale and direct-to-consumer (DTC) business will continue to play an important role in Puma’s distribution strategy, the company aims to evolve its channel mix and aim for higher growth in DTC channels.