Sportwear brand Puma is to launch its first European flagship on Oxford Street this Autumn in another boost for the West End.
The new 24,000 sq ft space at 376-384 Oxford Street close to Bond Street station was previously occupied by Gap.
It will offer an “immersive, interactive” experience “where customers can immerse themselves in a range of unique experiences, including personalisation opportunities", the German owned label said.
Puma will close its current Carnaby Street store, which opened in 2002, when it relocates to the Oxford Street flagship,
The store marks the fourth flagship opening in recent years for the German sportswear giant, after Mexico City, New York City and Las Vegas.
Puma CEO Arne Freundt, said: “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.
“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.”
Lucynda Davies, Puma’s managing director, for UK & Ireland, said, “We’re thrilled to announce our new flagship store in London, marking an exciting step forward for Puma in the UK.
“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.
“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”.
The announcement is another coup for Oxford Street that has seen a strong rebound since the depth of the pandemic when two major department stores closed down, dozens of candy stores moved in and Europe’s most famous shopping destination appear to be in terminal decline.
Ikea recently confirmed that it first West End store will open at Oxford Street on 1 May and at the start of the year, fashion retailer Mango signed a new UK flagship store at 415-419 Oxford Street
