Global sportswear brand, PUMA, will relocate its UK HQ from London to Manchester, as it looks to benefit from the leading technology, fashion, AI and innovation communities within the city.

With an already existing, albeit smaller, presence in Manchester, PUMA’s new 20,000 sq ft HQ in the Circle Square development will become home to its sales, marketing, merchandising, finance, people and operations and Direct To Consumer (D2C) departments.

Its new base at No.3 Circle Square will enable the brand to work side-by-side with other forward-thinking businesses already located at Circle Square and within the wider Manchester ‘knowledge quarter’.

“[This] forms a key part of our strategy for providing Puma’s employees with a first class working environment – all whilst being at the centre of a community which offers leading technology, fashion, AI and innovation,” PUMA’s UK MD, Lucynda Davies, commented. “Now, through our new UK HQ, we look forward to further integrating ourselves in the city’s innovative community.” 

While PUMA’s HQ will be heading North, the brand will still retain a presence in London, with its hotly anticipated European flagship store set to open in the West End in Autumn 2025.

Located moments away from Selfridges, the new 24,000 sq ft flagship will offer an “immersive, interactive experience”, blending sports performance and technology with cutting-edge streetwear designs.

“Our London flagship store is an important part of our brand elevation strategy,” Arne Freundt, CEO at PUMA, explained. “It brings the best of the PUMA brand to life for our consumers and showcases our latest innovations and design newness as part of an immersive experience.”