Puma has officially opened its largest European flagship store on Oxford Street, London, reinforcing its commitment to direct-to-consumer retail and experiential shopping.
Spanning 1,700 square meters, the Puma store combines performance and lifestyle collections with interactive digital features designed to elevate customer engagement.
Full product range and interactive features
The flagship showcases the brand’s full product range, including team sports, running, training, basketball, and football, alongside athleisure and lifestyle lines. Dedicated zones highlight collaborations and limited-edition drops, whilst digital screens and customisation stations allow shoppers to personalise products and explore brand stories.
“Phygital” retail concept
According to Puma, the store is built around a “phygital” concept, merging physical retail with digital innovation. Features include immersive LED installations, mobile integration for seamless checkout, and interactive displays that connect consumers to Puma’s sustainability initiatives.
Strategic expansion in key global cities
The opening underscores Puma’s strategic focus on key global cities and its ambition to strengthen brand visibility in Europe’s most competitive retail corridors. London joins other flagship locations in New York and Shanghai as part of Puma’s global retail expansion plan.
