BENGALURU: German sportswear brand Puma, which announced in July that it would re-open its Bengaluru store as its first omni-channel capable retail outlet in India, has opened for business.
The store’s design is templated on that of Puma’s flagship store that launched recently on Fifth Avenue in New York, only the second globally to have a “digitally enabled design ID”.
Puma India’s flagship store is a 4,000 square foot, technology driven store that has have interactive screens for customers, a new store design, and new lounge areas with special focus on F1 simulator and basketball. The development sees the country’s leading sportswear brand prioritise technology and invest in the Indian market.
Other technological features that have been added in store include endless aisle screens and omni-channel integration so customers can make online purchases in-store and vice versa.
“Puma chose India as one of the key markets to launch this global integrated design ID and Bangalore store will be globally the second one to wear the design ID,” Puma India’s project head Vidya Sagar had told IndiaRetailing in July. “However, this ID will only be integrated in key flagship stores across metro markets.”
The brand launched its first technology-enabled store in India in New Delhi’s South Extension market three years ago.
20 new stores in India
Puma is looking to open another 20 stores in India before the end of this year. The brand currently has 365 exclusive stores in 125 cities and 3,100 points of sale in India. It also sells online through its own website and other leading e-commerce platforms.
Puma’s brand presence is extremely compelling, achieving strong double-digit growth in the last two or three years. It has continued the growth trajectory in 2018 with a strong 21% growth. The direct-to-consumer e-commerce business has also grown the fastest in the same year.
Puma’s success comes against the backdrop of the athleisure trend that has gripped the sportswear market. While other companies flaunt performance and technology, Puma focuses on style that makes its products attractive to the casual dresser. Globally, there has been a huge momentum for the brand, which is making strong progress in the sports performance and sport style categories.
Puma has been witnessing strong growth in the Indian market and will be investing to expand its retail presence across India to maintain its dominant position. Puma sees India as an important market with huge growth potential. The brand will also expand its presence in neighboring countries like Bangladesh and Nepal.
