Puma enters Copenhagen with new concept store

Kevin Rozario

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The Copenhagen Kastrup store is the first owned and operated by the brand in the airport channel

German sports lifestyle brand Puma has opened its first owned and operated concept store in the airside retail area at Copenhagen Kastrup airport terminal two. The 79sq m (850sq ft) outlet is based on Puma’s “concept store” design, which was launched in 2006, but adapted to the airport environment. It features the brand’s Sportlifestyle collections including footwear, apparel and accessories from collections such as Motorsport, Golf, Urban Mobility, Rudolf Dassler and Black Label. A key aspect of the modular design is the fixture elements which mounted on the walls, laid on the floor or suspended from above.

Puma global travel retail manager Thomas Henningsen said: “Copenhagen [Kastrup] airport is recognised for providing travellers with a world-class shopping environment. It has a balanced portfolio of premium, luxury and lifestyle brands and this, combined with a unique Scandinavian inspired interior, has resulted in the airport being a top shopping destination. We are excited about opening our first airport retail store directly operated by ourselves.”

Copenhagen Airports vice-president commercial affairs Henrik Busch added: “Puma has distinguished itself by re-establishing the company on the sports market while succeeding at creating a position within the fashion market. We look forward to introducing the brand’s first airport concept store worldwide managed directly by Puma.”

Puma currently operates nine shop-in-shops with wholesale partners at eight different airports.