Puma Unveils Largest European Flagship in London Amid Global Optimization Strategy

Puma is launching its largest European flagship store on Oxford Street, London, with a floor space of around 24,000 square-feet, in the heart of British retail and close to Selfridges and Bond Street Underground station. The opening reinforces the company’s strategy to boost the direct-to-consumer channel in key markets and consolidate its institutional presence in strategic retail destinations.

The London flagship store comes against a backdrop of international adjustment. According to Puma’s Q3 2025 global earnings report, the company posted cumulative sales of €5,974 million in the first nine months, a decline of 8.5% year-on-year, with a gross margin of 46.1% and cumulative losses of €308.9 million.

The company highlighted that the direct channel continued to grow, increasing by 8.4% and representing around 28.8% of total turnover, which reinforces its strategy of prioritizing own sales and optimizing profitability.

Puma’s London flagship store comes amid an international adjustment of the brand around the world

CEO Arthur Hoeld stressed that the flagship will serve as a “platform to connect directly with consumers and showcase our latest innovations.“ In business terms, the objective goes beyond direct sales: the store acts as a laboratory for branding, technology and customer experience, key elements for improving institutional brand awareness and loyalty in mature markets.

Although growth moderated compared to previous years, the improvement in profitability demonstrates the effectiveness of the strategy of optimizing the product mix and controlling operating costs, especially transportation.

The investment in the London flagship reflects prioritizing sustainable margins, strengthening the direct connection with consumers and consolidating the brand in strategic markets.

The opening of the Oxford Street store symbolizes a strategic step in Puma’s turnaround plan and will serve as a benchmark for replicating direct-to-consumer initiatives in other European countries, contributing to the company’s goal of regaining momentum and profitability by 2027.