Puma has opened its largest-ever European flagship store on London’s Oxford Street, prime retail real estate that also is the location for the 62,430-square-foot Ikea store that opened in May 2025 after a three-year renovation. The 24,000-square-foot Puma store will feature multiple customization areas as well as a digital running video wall designed to showcase the Puma Nitro performance technology that reacts to every touch.
“London is one of the most competitive retail markets in the world, and Oxford Street is its main stage,” said Lucynda Davies, Managing Director, UK and Ireland at Puma said in a statement. “This flagship shows our confidence in the UK and reflects our commitment to delivering fresh, creative experiences that feel authentic to Puma.”
The new store also will feature an archive area showcasing iconic pieces from the brand’s past 77 years, and will host events and activations this year and into 2026. Additionally, Puma has created a London Exclusive collection, available only at the flagship store, that was designed by Heido Desens, Puma’s VP Creative Direction and Innovation. The collection reimagines British icons like the Union Flag and Harris Tweed through a modern Puma-inspired lens.
“This is 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,” said Arthur Hoeld, CEO of Puma in a statement. “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.”
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In November 2024 Puma opened a three-story flagship store in Las Vegas featuring a Motorsports Zone, an interactive arcade and customization capabilities.
