Puma has opened its renovated flagship store at VivoCity in Singapore. The label shifted operations to a larger space on the mall’s ground level.
Trading previously took place on level two. The new location sits on level one to capture heavier shopper traffic.
Floor shift and category layout
The expanded store houses the brand’s footwear, apparel, and accessories across distinct sections. Key product zones show running, training, team sports, and motorsports merchandise.
“VivoCity is an important retail destination in Singapore, and this new flagship allows us to bring the full breadth of Puma to consumers in a more engaging and accessible way,” said Sanjay Roy, managing director of Puma Southeast Asia and Oceania.
Sportswear footprint in regional malls
Sports brands across Southeast Asia continue upgrading mall tenancies from upper levels to prime ground-floor units. The strategy targets casual lifestyle buyers alongside performance athletes. RetailNews Asia has observed similar moves across core retail nodes in Singapore, where flagship expansions anchor marketing and broader wholesale distribution.
At VivoCity, the store is now fully operational with the brand’s complete seasonal line-up ahead of the final quarter retail cycle.
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