German sportswear giant Puma has opened its largest European flagship store to date on London’s Oxford Street. The approximately 2,230 square meter location is also the first flagship in the region. It is intended to give customers the opportunity to “connect with more people than ever before”.
In store, the brand offers a selection of its innovation-driven products. These include the Nitro running technology as well as the ‘Future’ and ‘King’ football boots. The range is complemented by a curated selection of lifestyle items. The offer is expanded by integrating several personalization areas in the store. This includes a digital running video wall and an archive area with iconic Puma pieces.
“The opening of our flagship store on Oxford Street is a special moment for PUMA,” said Puma CEO Arthur Hoeld in a statement announcing the opening. “Our first flagship store in Europe gives us the opportunity to reach more people than ever before – right in the heart of one of the world’s most famous shopping destinations.
In the first few weeks, the Puma store will host a program of events and activations. This includes exclusive collaborations and appearances by athletes. On December 4th, the store will host an opening event to celebrate its debut. A special motorsports event highlighting Puma’s racing heritage is planned for December 11th.
“At this place we not only highlight the excellence of our products, but also honor our company history and our long-standing collaboration with top athletes,” says Hoeld.
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