Fashion
Puma opens largest European flagship store on Oxford Street in London
The new flagship store, located just seconds from Selfridges and Bond Street Tube Station, spans 24,000 square-feet and features PUMA’s industry-leading innovations, such as running technology NITRO, its football boots FUTURE, ULTRA and KING, as well as its current range of lifestyle products.
Puma has opened its largest European flagship on London’s Oxford Street, a 24,000-sq-ft space showcasing NITRO running tech, key football franchises and lifestyle ranges.
The store features customisation zones, digital experiences, archive displays and a London-exclusive collection, with major events planned through 2025–26 as Puma boosts its direct-to-consumer focus.
“The opening of our Oxford Street flagship is an exciting moment for PUMA,” said 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.”
Consumers can take advantage of multiple customisation areas to create unique products, immerse themselves into PUMA’s performance technology NITRO through a digital running video-wall that reacts to every touch, or learn more about the brand’s rich history in the archive area that features iconic pieces from the past 77 years of the brand.
“London is one of the most competitive retail markets in the world, and Oxford Street is its main stage,” Lucynda Davies, Managing Director UK & Ireland at PUMA, added. “This flagship shows our confidence in the UK and reflects our commitment to delivering fresh, creative experiences that feel authentic to PUMA.”
To mark the opening, PUMA introduced a London Exclusive collection designed by Heiko Desens, PUMA’s Vice President Creative Direction & Innovation. Inspired by the city’s community spirit and creative energy, the collection reimagines British icons such as the Union Flag and Harris Tweed through PUMA’s modern lens. The limited-edition pieces are available exclusively at the London Flagship.
Now open to the public, the London Flagship will have a dynamic program of events and activations for the rest of 2025 and into 2026, hosting exclusive collaborations and athlete appearances to evolving in-store experiences, ensuring the flagship remains a vibrant destination long after launch.
As part of the store’s activation plans, PUMA will hold a dedicated launch event on December 4, celebrating its official debut. In the months ahead, the London Flagship will also serve as the stage for major brand moments, including a pre-race HYROX experience for HYROX London athletes on the December 3, and a special motorsport event on December 11, which will highlight PUMA’s racing heritage and the PUMA x Aston Martin F1 Team partnership and a Select Capsule Collection.
In October, PUMA outlined its new strategic priorities aimed at resetting the company and establishing it as a Top 3 sports brand globally. While both its Wholesale and its direct-to-consumer business will continue to play an important role in PUMA’s distribution strategy, the company aims to evolve its channel mix and aim for higher growth in our direct-to-consumer channels to bring it closer to industry averages.
Note: The headline, insights, and image of this press release may have been refined by the Fibre2Fashion staff; the rest of the content remains unchanged.
Fibre2Fashion News Desk (RM)
Burberry has unveiled its new Gabardine Capsule, celebrating 170 years of the British luxury house. The capsule honours the revolutionary fabric, Gabardine, invented in 1879 by Thomas Burberry, whose weather-resistant properties have defined the brand’s outerwear heritage for nearly 150 years. Worn by explorers and everyday adventurers alike, gabardine remains central to Burberry’s identity.
Burberry has launched its Gabardine Capsule to mark 170 years, celebrating its iconic weather-resistant fabric invented by Thomas Burberry in 1879.
The range reworks parkas, bombers and quilted jackets in brushed cotton nylon gabardine, alongside knitwear and jersey layering pieces.
A heritage label inspired by a 1993 campaign highlights the brand’s countryside roots.
Reimagining signature outerwear styles, the collection features parkas, down-filled jackets, quilted silhouettes, Harringtons and bombers crafted in brushed cotton nylon gabardine. These pieces are dyed in a capsule palette of hamper beige and juniper green.
Layering pieces include chunky ribbed wool-cashmere knitwear and soft cotton melange hoodies, jogging pants and T-shirts. Many styles are detailed with gabardine panels and trench-inspired elements, such as the brand’s signature epaulettes, Burberry said in a release.
Reflecting Burberry’s enduring connection to the countryside and outdoor pursuits, the capsule introduces a specially designed label inspired by an archival 1993 campaign reading: ‘Burberrys grew out of country life.’ The label appears stitched inside coats and jackets, appliqued on jersey styles and rendered as an intarsia motif on knitwear.
Fibre2Fashion News Desk (HU)
She was addressing the second edition of the Kwahu Business Forum in Mpraeso.
Ghana is collaborating with the private sector to set up three new garment units, generating 27,000 direct jobs under the 24 Hour Economy Policy.
The facilities will be located in the Central, Bono East and Eastern regions, with each factory expected to operate 24 hours to maximise productivity.
Each unit can employ 3,000 workers per shift.
Contracts have been secured to ensure demand-driven production.
She termed the decision as part of President John Dramani Mahama’s rapid industrialisation strategy to boost domestic manufacturing and create employment opportunities.
The facilities will be located in the Central, Bono East and Eastern regions, with each factory expected to operate 24 hours to maximise productivity. Each unit can employ 3,000 workers per shift.
Contracts have already been secured to ensure demand-driven production, Ofosu-Adjare was cited as saying by domestic media outlets.
The government is also finalising key policies for the garment and textiles sector, awaiting approval from the Minister of Finance.
Fibre2Fashion News Desk (DS)
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