PUMA is set to open its first-ever European flagship store in Autumn 2025, taking over a prominent 24,000 square-foot space in London’s West End. Situated near Selfridges and Bond Street Tube Station, the new location will blend interactive sport and fashion experiences in a format that reflects the brand’s global vision and growing streetwear influence.
The opening forms part of PUMA’s wider brand elevation strategy, focused on deepening consumer engagement through innovation and retail expansion in major global cities. The London flagship is designed to showcase the full spectrum of the brand’s performance and sportstyle collections, incorporating interactive and customisable elements throughout the store.
“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,” said Arne Freundt, CEO at PUMA. “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. We look forward to moving into our new home of the brand in one of the most vibrant global cities and to exciting our consumers.”
Lucynda Davies, Managing Director, UK & Ireland, PUMA, added: “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.”
