Flagship Openings Update: Puma and H&M

Two high-profile global brands have taken the wraps off U.S. flagship stores: Puma (Herzogenaurach, Germany) and H&M (Stockholm). Here are some detail on each:

• Puma has opened its second North American flagship, in new Las Vegas’ new BLVD complex.(Its first is on Fifth Avenue in New York.) The new store has 25,000 square feet of space spread over three levels. “This flagship allows us to expand Puma’s presence in North America to connect with U.S consumers and international visitors alike,” said CEO Arne Freundt. “I believe that our new Las Vegas Flagship is essential for conveying the true character of our Puma brand and for creating an immersive, interactive shopping experience as it will redefine in-person shopping by seamlessly merging sports performance, latest fashion trends and technology.”

Christina Aguilera in the changing area of the renovated H&M. Photo: Courtesy of H&M

• H&M has reopened its New York flagship in Times Square after a major update. The store includes the first North American installation of an immersive fitting area outfitted with LED screens in the floor and ceiling, along with interactive mirrors. “H&M debuted in the U.S. nearly 25 years ago with a flagship location in New York. As a pivotal city for our brand, we continue to invest in our NYC stores to ensure they remain cutting-edge and inspirational to our ever-evolving customer,” says Michael Beaumont, Regional Head of Expansion for H&M Americas. “With this refreshed flagship store, customers will be able to see and feel H&M’s strengthened brand identity firsthand through hyper-curated artistic and design elements, innovative technologies and interactive experiences — all anchored by H&M’s diverse fashion offerings.”