German sports apparel brand Puma will launch its first European flagship store in the West End of London in autumn 2025.
The move is a key part of Puma’s strategy to elevate the brand and solidify its international presence.
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Puma CEO Arne Freundt stated: “After unveiling our flagship store in Las Vegas last year, we’re incredibly excited to announce that our first flagship store in Europe will open later this year.
“Our London flagship store is an important part of our brand elevation strategy. It brings the best of the Puma brand to life for our consumers and showcases our latest innovations and design newness as part of an immersive experience.”
The upcoming store will feature 24,000ft² of retail space, offering a fusion of sport and style, with the opportunity to engage in distinctive experiences and personalisation services.
The new store is located close to Selfridges on Oxford Street and Bond Street tube station.
Puma UK and Ireland managing director Lucynda Davies stated: “We’re thrilled to announce our new flagship store in London, marking an exciting step forward for Puma in the UK. London is a key city for the brand, and this prestigious location on Oxford Street reflects our commitment to delivering a unique, consumer-led experience. While our Carnaby Street store has served us well since 2002, this flagship store will extend our product offering and bring Puma’s performance and sportstyle categories to life in a flagship store setting.”
The company will offer additional details regarding the opening as the launch date approaches in the fourth quarter (Q4) of 2025.
In March 2025, Puma issued a warning that sales growth would be in the low to mid-single digit percentage range in 2025.
The brand also plans to roll out its RE:FIBRE initiative across the Americas, incorporating recycled raw materials into its regional production processes. The company has set a target to incorporate 30% recycled polyester derived from fibre-to-fibre processes into its clothing lines by 2030.
