PUMA has unveiled a refreshed flagship store at VivoCity in Singapore, relocating from its previous Level 2 space to a larger and more prominent location on Level 1 as the sportswear brand strengthens its retail presence in the market.
The renovated store has been designed as an all-in-one PUMA destination, bringing footwear, apparel and accessories together across dedicated sections. The assortment covers key categories including Running, Training, Team Sports and Motorsports, giving shoppers access to both performance-led products and lifestyle ranges.
Sanjay Roy, Managing Director of PUMA Southeast Asia and Oceania, said VivoCity is “an important retail destination in Singapore” and that the new flagship enables the brand to present its full product offering in a more engaging and accessible format.
“It reflects our continued investment in the market and our ambition to create retail experiences that connect performance, style, and culture,” Roy added.
The move adds to PUMA’s established retail footprint in Singapore. The company has operated its Southeast Asian regional hub in Singapore since 2007, with the market also home to its flagship at 313@somerset, which PUMA describes as its biggest, first-ever Southeast Asian flagship store.
VivoCity itself has been an important location for PUMA for several years. The mall’s current store directory lists PUMA among its sports and active-wear tenants, while VivoCity has previously highlighted the expansion of PUMA as part of its strategy of attracting larger-format retail concepts.
PUMA’s Singapore retail strategy has increasingly focused on experiential stores. In 2022, the brand opened its 7,100-square-foot, two-storey flagship at 313@somerset, described by PUMA at the time as its largest store in Southeast Asia, featuring sports and lifestyle products alongside customisation and locally inspired elements.
The VivoCity relocation now gives PUMA another prominent retail platform in one of Singapore’s major shopping destinations, with the refreshed format bringing the brand’s performance and lifestyle categories together under one larger store concept.
