Puma has re-opened its store in the center of Munich with the Forever Faster concept, which has already been adopted by six other European stores, from London, Berlin and Prague to Antwerp, Madrid and Herzogenaurach, the German town where Puma has its head office. The Munich store sells wide ranges of sports performance and fashion products, clearly arranged by gender and category. The concept also includes exclusive or limited edition ranges such as Fenty by Rihanna and products made in partnership with Selena Gomez. The store is equipped with mobile terminals that enable customers to arrange for the delivery of products that aren't available in the store. The wall displays also refer to the brand's relationships with famous athletes and team players over the years. Puma intends to refit all full-price stores with the new concept, with Paris and Rome next on the list for 2018.

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