Puma Set to Open Oxford Street Flagship Store in London

Stephen Garner

1 April 2025 at 1:08 pm·2-min read

Puma is coming to London’s West End, in what the German sportswear brand is dubbing its “first-ever European flagship store.”

Located 376-384 Oxford Street just steps away from Selfridges and the Bond Street subway station, the company said that the new 24,000-sq.-ft. space will offer an “immersive, interactive experience that blends sports performance and technology with cutting-edge streetwear designs.”

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Set to open this year during the company’s fourth quarter, the move to open its new London flagship comes as part of Puma’s brand elevation strategy to strengthen its presence globally while delivering a shopping experience that reflects the brand’s innovation, sports performance and connection to global street culture.

Lucynda Davies, managing director of UK and Ireland at Puma, said in a statement that the new London store marks an “exciting step forward” for the brand in the United Kingdom.

“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,” Davies said. “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.”

Puma, store, London, sneakers, shoes, shoe store, retail — A rendering of Puma’s new flagship store in London. Courtesy of Puma

This move comes just months after Puma opened the doors to its second North American flagship store in Las Vegas in November. The 25,000-sq.-ft. Vegas store spans three stories and features a range of Puma products from its sportstyle, basketball, motorsport, golf, running, training, soccer and kids’ assortments, as well as collections designed by select brand ambassadors and athletes.

“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,” Arne Freundt, chief executive officer at Puma, added on Tuesday. “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.”

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