PUMA Unveils Its Largest European Concept Store in Central London
PUMA has opened its largest European concept store on Oxford Street in London, bringing the brand’s best products and immersive experiences closer to consumers in one of Europe’s busiest shopping destinations.
The new concept store, located a few steps from Selfridges and Bond Street station, occupies 24,000 square feet and showcases PUMA’s cutting-edge innovations, such as NITRO™ running technology, FUTURE, ULTRA and KING football boots, as well as the current lifestyle product line.
The opening of our concept store on Oxford Street is an exciting moment for PUMA,” said Arthur Hoeld, CEO of PUMA . “It’s our first concept store in Europe, giving us the opportunity to connect with more people than ever before, right in the heart of one of the world’s most iconic shopping destinations. It’s a powerful platform to engage directly with consumers, showcase our latest performance innovations, and strengthen the brand’s presence in one of the most influential retail destinations on the planet. This space not only highlights the excellence of our products but also celebrates our history and long-standing connection with elite athletes.
Consumers can take advantage of various customization areas to create unique products, experience PUMA’s NITRO™ performance technology with a digital running pad that reacts to every touch, or learn more about the brand’s history in the archive area, which displays iconic pieces from the brand’s last 77 years.
“London is one of the most competitive retail markets in the world, and Oxford Street is its main stage,” added Lucynda Davies, PUMA’s general manager for the UK and Ireland . “This concept store demonstrates our confidence in the UK and reflects our commitment to delivering creative and innovative experiences that are authentic to PUMA.”
To celebrate the opening, PUMA launched a London Exclusive collection, created by Heiko Desens, PUMA’s Vice President of Creative Direction and Innovation . Inspired by the city’s community spirit and creative energy, the collection reinvents British icons such as the Union Flag and Harris Tweed under PUMA’s modern vision. The limited-edition pieces are available exclusively at the London concept store.
Now open to the public, the London concept store will have a dynamic program of events and activations until the end of 2025 and throughout 2026, including exclusive collaborations, athlete appearances, and constantly evolving in-store experiences, ensuring that the concept store remains a vibrant destination long after its opening.
As part of the store’s activation plans, PUMA will hold a dedicated launch event on December 4th, celebrating its official debut. In the following months, the London concept store will also host major brand moments, including a HYROX pre-race experience for HYROX London athletes on December 3rd, and a special motorsport event on December 11th, highlighting PUMA’s racing heritage, the PUMA x Aston Martin F1 Team partnership, and a Select Capsule Collection.
In October, PUMA unveiled its new strategic priorities, aiming to reposition the company and consolidate it as one of the top three sports brands in the world. While both the wholesale and direct-to-consumer sales businesses continue to play an important role in PUMA’s distribution strategy, the company intends to evolve its channel mix and pursue greater growth in direct-to-consumer channels to align with market averages.
For more information about PUMA, visit puma.com and follow us on social media @puma and @puma.UK .
Notes to editors:
Store photos: LINK
London Exclusive Collection: LINK
PUMA
PUMA is one of the world’s leading sports brands, designing, developing, selling and marketing footwear, apparel and accessories. For 77 years, PUMA has been driving sport and culture, creating fast products for the fastest athletes on the planet. The brand is dedicated to redefining sport and self-expression, empowering athletes and consumers to achieve their best performance while maintaining their authenticity. Focusing on innovation, authenticity and fun, PUMA continues to push the boundaries of performance and sporting style. PUMA offers performance and lifestyle products inspired by sport in categories such as football, running and bodybuilding, basketball, golf and motorsport, and collaborates with renowned designers and brands to bring sporting influence to urban culture and fashion. The PUMA Group owns the PUMA, Cobra Golf and stichd brands. The company distributes its products in more than 120 countries, employs approximately 20,000 people worldwide and is headquartered in Herzogenaurach, Germany.
The original language text of this announcement is the official, authorized version. Translations are provided for convenience only and should be referred to the original language text, which is the only legally binding version.
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