Popular German sportswear brand Puma, has unveiled its first experience store in Bengaluru.
This marks Puma’s second ever experience store, the first being in New York’s Fifth Avenue in Manhattan which opened in August this year.
The store is packed with technology meant to engage consumers and make the process of shopping fun and easy.
And it has everything to make it happen!
It comprises customisation services, original Formula 1 simulators and an interactive screen to place orders directly from the warehouse with home-delivery convenience, similar to what the New York City store offers.
Speaking about the new store, Abhishek Ganguly, MD, Puma India said “Bengaluru is a cosmopolitan city with a lot of young people, first-jobbers and small-town migrants which is our target consumer.”
He added “Online retail needs a different set of requirements like large catalogues and quick deliveries. In offline retail, experience is the most important factor.”
Puma’s focus on offline retail stems from the fact that a larger share of their sales is owed to this channel instead of the online format.
Further on the same, Abhishek reiterated that they get as much as 77 per cent of their revenue from offline retailing, of which 50 per cent stems from exclusive stores in the country.
Abhishek added “We are not closing down any of our stores. We have not been affected by the economic slowdown. We have always been mindful of our expansion Our stores are growing at 30 per cent and we have had a strong growth compared to last year. We are bullish about India and will continue to invest in retail.”
The customisation option offered at the experience store is not new to Puma India. When the brand had collaborated with Virat Kohli, they had offered similar options of customisation but with the new store, customers can get their preferred embroidery designs and prints of their names, initials and shapes on the entire range.
Puma plans to expand the range of its experience stores to Delhi and Mumbai as well.
Apart from this, Puma is focusing on expanding its customer base globally by partnering with esports brand Cloud9 to create an apparel collection for gamers.
The clothing line will be made available on the website of both companies and will retail for US $ 25 to US $ 75, although the collection is not available in India.
In January, Puma signed a sponsorship deal with Cloud9 to provide official game day shirts and pants for league players. It’s similar to the uniform sponsorship or ‘kit deal’ Puma has with Manchester City in the English Premier League.