Focus on immersive stories as Puma opens flagship European store on London's Oxford Street
Puma has opened the doors to its largest ever European flagship store, situated on Oxford Street in London.
Focusing on immersive story telling, the store, located close to Selfridges and Bond Street Tube Station, spans 24,000 square feet and features Puma’s running technology NITRO, its football boots FUTURE, ULTRA and KING, as well as its current range of lifestyle products.
“The opening of our Oxford Street flagship is an exciting moment for us,” says Arthur Hoeld, CEO at 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. This space not only highlights our product excellence, but also celebrates our heritage and long-standing connection with elite athletes.”
“London is one of the most competitive retail markets in the world, and Oxford Street is its main stage,” says Lucynda Davies, Managing Director UK & Ireland at Puma. “This flagship shows our confidence in the UK and reflects our commitment to delivering fresh, creative experiences that feel authentic to Puma.”
The store will have a programme of events and activations for the rest of 2025 and into 2026, hosting exclusive collaborations and athlete appearances.
Puma will hold a dedicated launch event on 4th December. In the months ahead, the flagship will also serve as the stage for major brand moments, including a pre-race HYROX experience for HYROX London athletes on 3rd December, and a special motorsport event on 11th December, which will highlight Puma’s racing heritage and a Puma x Aston Martin F1 Team partnership and a select capsule collection.
2025 RTIH INNOVATION AWARDS
Physical stores were a key focus area at the 2025 RTIH Innovation Awards.
We received a record number of entries and many fantastic examples of the continued resilience and dynamism of the retail space during hugely challenging times.
For a full rundown of all of the shortlisted entries, click here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC in Central London on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
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