Puma headquarters store doubles in size after refurb
Following a refurbishment project that has doubled the store’s size, Puma has reopened its store next to the brand’s headquarters in Herzogenaurach, Germany.
The store aims to offer a more modern shopping experience with twice the sales area. A virtual F1 race simulator signals the company’s renewed focus on motorsports.
A customisation section, expected to open in coming weeks, will let customers personalise purchased shoes, apparel and accessories with prints and embroidery.
Fouad Groß, general manager of retail for Europe, said the refurbishment gives the Herzogenaurach location “flagship character” and allows the store to present all product categories under one roof. Also, he said, it brings the brand’s motorsport offerings “back to its roots”.
An outlet store in the same town will also reopen after receiving a makeover.
