Take a look inside the new Puma flagship store on Oxford Street
Puma has officially opened its largest-ever European flagship store on Oxford Street in London, bringing the company’s products to one of the busiest shopping destinations in Europe.
The new flagship store is officially open from Monday 1 December, and is located close to Bond Street station and Selfridges.
The building’s footprint spans a total of 24,000 square-feet, and products stocked at the store range from its Nitro running shoes to football boots and various other lifestyle products.
Customers visiting the new flagship store will be able to engage with customisation areas that allow them to create their own unique products, as well as a touch-screen digital running video wall.
It will also feature an archive area that showcases historical Puma products, comprising pieces from the past 77 years of the brand.
To celebrate the opening of its London flagship store, Puma has launched a London Exclusive product collection which features reimagined British icons such as the Union Flag and Harris Tweed.
These products will only be available to buy at the company’s London flagship store.
Events and activations
The official launch celebration for the new Puma store will be held on Thursday 4 December, and in the coming months the company plans to stage a variety of events at the store.
These include a pre-race HYROX experience on December 3 and a motorsport event on December 11 which will highlight Puma’s partnership with the Aston Martin Formula 1 team.
The London Flagship store will continue to host activations for the rest of this year and into 2026, with the company aiming to make it an attractive destination for London shoppers through evolving in-store experiences.
“The opening of our Oxford Street flagship is an exciting moment for PUMA,” said Puma CEO Arthur Hoeld.
“It’s our first Flagship store in Europe, which 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.”
“This space not only highlights our product excellence, but also celebrates our heritage and long-standing connection with elite athletes,” Hoeld said.
Puma’s London flagship store is open to the public today and is located at 376-384 Oxford Street, the space previously occupied by Gap.
Check out photos of the new store and Puma’s London Exclusive product collection below.
Puma Flagship Store London
Puma London Exclusive Collection
