Puma, Theatinerstraße 1, München
19 Mar. 2012
PUMA REOPENS IN MUNICHAfter a short closure, Puma has reopened its flagship store in the center of Munich, commemorated with a big party on March 14. With the new retail concept Puma will not only stress the sports and lifestyle character of the brand, but also new technical installations and a playful approach. “This fresh new appearance is part of our investment program. In the next month, there will be more newly opened and rebuilt Puma stores worldwide,” said Sergio Bucher, head of global retail. The next store is set to open 3 days later in Amsterdam; locations like London, Barcelona and New York are to follow.
The new concept includes a Puma sense of humor. Oversize cat sculptures invite customers to take pictures, red Puma phones ring when a customer approaches, giving information about the brand with a background of animal sounds. The changing rooms offer a Puma Peepshow, located in a red box, trying to encourage interaction among customers. The rooms themselves have a Bavarian style. The store connects online and offline business with the installation of iPads, where one can easily choose products from the Puma website.
Big shoes: Puma's goal is to become the most desirable and sustainable sports lifestyle brand.
In accordance with Puma's goals - to become the most desirable and sustainable sports lifestyle brand - the store also includes a highly efficient lighting concept with less energy consumption and FSC certified wood.
The Munich store is the first store in Germany featuring the new Puma retail concept. The first was established in Paris.
Pia Madison, Senior Head of Marketing & PR Germany, PUMA fitness trainer Arno Schmitt
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