New stores · Shoptalk, April 2026
PUMA, Oxford Street
Oxford Street, London
Sportswear brand PUMA has opened a new flagship store on Oxford Street, marking a significant step in the brand’s UK retail strategy. The multi-level space brings together performance, lifestyle and innovation, offering an immersive brand experience in one of London’s busiest shopping destinations.
- Size
- 24,000 sq ft
- Status
- Largest European flagship
- Next to
- Selfridges and Bond Street
- Heritage
- 77 years of archive pieces
Performance meets storytelling
PUMA has opened its largest-ever European flagship store, located on Oxford Street in London. The 24,000-square-foot store sits close to Selfridges and Bond Street Tube Station, bringing a comprehensive mix of immersive retail features and storytelling elements into one of the most prominent retail corridors in Europe.
The store incorporates a number of interactive elements, including a digital running wall powered by NITRO™ technology, which reacts to customer movement for a responsive experience. Shoppers are also offered multiple customisation zones to personalise products in-store, providing hands-on engagement with PUMA’s design and innovation.
Consumers can explore the brand’s heritage through a dedicated archive area featuring iconic pieces from the last 77 years, reflecting PUMA’s long-standing presence in both sport and culture. These elements work together to create a retail environment that blends performance with narrative-led design.
“The opening of our Oxford Street flagship is an exciting moment for PUMA. 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.”
Arthur Hoeld, CEO, PUMA
The flagship will also serve as an events hub, with programming extending through 2026.
“London is one of the most competitive retail markets in the world, and Oxford Street is its main stage. This flagship shows our confidence in the UK and reflects our commitment to delivering fresh, creative experiences that feel authentic to PUMA.”
Lucynda Davies, Managing Director UK & Ireland, PUMA
First published in Shoptalk, April 2026.
