Puma, Theatinerstraße 1, München
Puma, Theatinerstraße 1, München
 

19 Mar. 2012

PUMA REOPENS IN MUNICH

After 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.

“This fresh new appearance is part of our investment program.
“This fresh new appearance is part of our investment program.\"


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
Big shoes: Puma's goal is to become the most desirable and sustainable sports lifestyle brand.
As a result of the new concept, product category structures have been improved, as well as the men's and women's areas. The focus of the 339 sqm 2-floor store is footwear, presenting Puma's full range, from heritage models “Suede,” “Speed Cat” and “Mostro” to running top sellers like the “Faas.” Shoes from the design collaborations with Hussein Chalayan and Alexander McQueen are also available and footwear is complemented by apparel and accessories.

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
Pia Madison, Senior Head of Marketing & PR Germany, PUMA fitness trainer Arno Schmitt


Regina Henkel

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