Puma makes grand statement on Oxford Street with European flagship

Puma has opened its new London flagship in the heart of Oxford Street. And the new space is both big and impressive. In fact, it’s the brand’s largest-ever European flagship store, which is perhaps fitting given that it’s in one of the busiest shopping destinations in Europe.

FashionNetwork.com spoke to Puma’s Europe general manager about its giant new flagship and the thinking behind it. But first, let’s look at the store.

Close to Selfridges and the Bond Street Tube Station transport hub, it spans 24,000 square-feet and features key Puma innovations, such as running technology Nitro, its football boots Future, Ultra and King, as well as its current range of lifestyle products. There’s a digital running video-wall “that reacts to every touch” and an archive area that features “iconic pieces from the past 77 years of the brand”.

To mark the opening, it carries a London Exclusive collection designed by Heiko Desens, vice-president creative direction & innovation, which “reimagines British icons such as the Union Flag and Harris Tweed through Puma’s modern lens”.

And there will be “a dynamic programme of events and activations” for the rest of 2025 and into 2026, exclusive collaborations, athlete appearances and a dedicated launch event on December 4.

In the months ahead, the London flagship will also serve as the stage for major brand moments, including a pre-race Hyrox experience on December 3, and a motorsport event on December 11, highlighting its racing heritage plus the Puma x Aston Martin F1 Team partnership and a Select Capsule Collection. 

The exterior makes an unmissable glass-fronted statement on Oxford Street and with a distinctly urban edge, the interior makes good use of grey and white as base tones while allowing the product to add a stronger infusion of colour to the space.

Company CEO Arthur Hoeld said the new store “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”.

As mentioned, FashionNetwork.com also spoke to Javier Ortega, general manager Europe for the sports giant about the space, what consumers expect from the brand .

FashionNetwork.com: Can you talk about the new store, what’s special about it, the design concept, anything unusual?

Javier Ortega: The London Flagship is our largest-ever European flagship store and a major step in how we bring the Puma brand to life in a physical space. The concept is built around sport and culture, with each floor offering a different layer of storytelling through product innovation, interactive zones and curated design details. 

FNW: What do consumers want from stores today, especially flagships?

JO: Consumers want something they cannot get online: real experiences, emotional connection and the ability to engage with a brand in an authentic way. Flagships now need to offer storytelling, discovery and community moments on top of great product. This is exactly what we aimed to create with Oxford Street — a space that feels meaningful, not transactional.

FNW: Are there special features designed to attract female customers?

JO: The store is designed with all consumers in mind, but we know female shoppers look for inspiration, clarity and experiences that feel inclusive. Our lifestyle and performance assortments present women’s product in a distinct way, supported by customisation, curated storytelling and spaces where women can explore sportstyle and performance on their own terms.

FNW: How important is it to be on Oxford Street?

JO: Oxford Street remains one of the most strategic retail locations in Europe. Being positioned just seconds from Selfridges and Bond Street Tube Station gives the new 24,000-square-foot flagship a powerful stage to showcase Puma’s industry-leading innovations to both locals and international visitors. Despite recent challenges on the street, its global reach and constant stream of diverse shoppers make it a unique platform for elevating the brand and bringing our storytelling to life.

FNW: Will the space be hosting special events and how will you continue to generate a buzz beyond the opening period?

JO: The London Flagship will have a dynamic programme of events and activations for the rest of 2025 and into 2026, including exclusive collaborations, athlete appearances and evolving in-store experiences. This approach ensures the flagship remains a vibrant destination long after launch and continues to offer fresh reasons for consumers to return. Our official launch event will take place on December 4, with ongoing experiences designed to keep the store relevant well beyond opening week.

FNW: How important is the UK market for Puma?

JO: The UK is a priority market for us, both in terms of brand visibility and consumer influence. It is a trend-setting market where performance, lifestyle and culture intersect in a unique way. The new flagship underscores our commitment to serving consumers here with the best of Puma.

FNW: This clearly represents a big investment for the brand but how important is physical retail compared to e-commerce?

JO: Both channels play essential roles, and our strategy is to balance them effectively. E-commerce is critical for reach and convenience, but physical retail allows consumers to feel the brand and experience our products in a much deeper way. 

FNW: Are you seeing challenges in physical retail at present, particularly in the UK?

JO: The UK retail environment remains competitive and cost-pressured, and consumer spending continues to fluctuate. These challenges reinforce the need to be flexible and very focused on offering value and experience. For us, investing in a flagship like this is a long-term commitment to staying close to the consumer, even in a complex market.