Sportswear brand PUMA has extended its award winning retail concept ‘Forever Faster’ to New Delhi. The store — spread over three floors and covering an area of 4,800 sq.ft in the Capital’s South Extension Part 1 market — imbibes PUMA’s brand ethos, reflected in store design, layout and top-of-the-line product offering.
PUMA’s shift from South Extension Part 2 (where it had until recently operated a store) to Part 1 further boosts the latter’s image as an emerging sportswear hotspot, with all category majors — Nike, Reebok, Adidas — housing flagship stores in the iconic high street shopping destination.
PUMA’s ‘Forever Faster’ shopping environment goes to the very basics of retail by placing heavy emphasis on products. In doing so, PUMA establishes a meaningful connection with customers and effectively tells brand and product stories. The format was honoured at the IMAGES Fashion Awards 2016 ceremony last month with the ‘Most Admired Store Design Concept of the Year’ recognition.
The concept has been designed to showcase and make a statement on the fusion of performance and lifestyle, all united for the passion of sport and to be forever faster. The look and feel is modern, inspirational and sport-focused, highlighting products that resonate, stir emotions, stand out and demand attention.
The brand’s strong heritage is underlined by a visible footwear wall, a hot spot in the store. To make the consumers’ experience more enjoyable, the concept offers smooth transition between categories and clearly split by gender.
Speaking at the launch, Abhishek Ganguly, MD, PUMA India said, “We are very optimistic about this our new flagship store and are looking to more outlets basis the right opportunity of locations by the end of the current financial year.”
The company is open to both high streets as well as mall locations to expand this format and will also consider tier II locations depending upon the response that the latest store generates, Ganguly informed.
Ganguly also clarified that the brand will continue to focus on its sportswear positioning, and has no plans to foray into the outdoor category, while confirming that PUMA India is working with Bengaluru-based Ace Turtle to scale up its omni-channel strategy.