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London’s Oxford Street Gets PUMA’s Biggest European Flagship

The interior leans into a clean, contemporary look, using neutral finishes to let bold product stories.

Published: Dec 4, 2025 10:23 PM Updated: Jun 8, 2026 1:53 AM

By Alyssa Jade Mann

NewsRetail

London’s Oxford Street Gets PUMA’s Biggest European Flagship

PUMA has opened its largest-ever European flagship on Oxford Street in London, unveiling a 24,000 square-foot space built around performance innovation, immersive storytelling, and brand heat in one of the world’s busiest retail corridors. Located just seconds from Selfridges and Bond Street Tube Station, the store is designed to bring the best of PUMA’s product offering and brand universe closer to both locals and international visitors.

Inside PUMA’s New Oxford Street Flagship The new flagship showcases PUMA’s latest performance technologies, including its running innovation NITRO™ and football boots FUTURE, ULTRA, and KING, alongside a full lifestyle assortment.

Shoppers can explore multiple customization zones to create unique products, interact with a digital running video wall that reacts to every touch, and step into an archive area that highlights iconic pieces from PUMA’s 77-year history.

What PUMA’s Leadership Says Arthur Hoeld, CEO at PUMA, said, “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.

It is a powerful platform to engage directly with consumers, showcase our latest performance innovations, and strengthen our brand presence in one of the world’s most influential retail destinations…

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London’s Oxford Street Gets PUMA’s Biggest European Flagship

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