Puma’s headquarters in Herzogenaurach, Germany will now have a flagship-level retail attraction after the reopening of its refurbished brand store.
The German sports and lifestyle company said the new store will offer a more modern shopping experience with twice the sales area of the previous location, presenting its collection of performance apparel in “fascinating” new ways.
“We are excited to have changed our brand store at the important Herzogenaurach location into a brand experience with flagship character,” Fouad Groß, Puma’s general manager of retail in Europe, said. “On a larger sales area we can present all product categories under one roof and bring Puma Motorsport back to its roots with the virtual F1 race simulator.”
Puma has released a number of collections recently touting its connection with motorsports and, with the addition of the experiential simulator, the refurbished 6,889-square-foot store will highlight its investment in the sport.
Personalization will also play a primary role in attracting consumers to the store. Puma said the store will soon feature a “Puma x You” counter where customers can personalize their purchases. Shoppers have the option of customizing accessories, apparel and shoes with prints and embroidery, the company said.
Puma is also remodeling a nearby outlet store, which will reopen at a later date.
The newly upgraded store could help Puma revive business when consumer spending returns in the months ahead. In March, Puma reported “significantly lower foot traffic” in its European stores as a result of the coronavirus pandemic. However, at the time, most of its stores in the U.S. and Europe remained open.