Retail Concept Director
Architect of PUMA Retail 2.0
One of the key functions was to create and incorporate brand and profit-centric retail formats by using customer demographics, appropriation of product categories and geographical locations. This elevated the brand’s retail experience and re-established PUMA as a leading heritage footwear brand.
Additionally, Ales developed and implemented PUMA’s future retail format, concept and experience as well as their visual merchandising expression. This included a blueprint to run across three store concepts – commercial, premium and their luxury Black Label stores which incorporated collaborations with Hussein Chalayan, Alexander McQueen and Mihara.
300+ Stores, Shop in Shop and Branded Spaces.
PUMA Brand Store Osaka, Japan
PUMA Black Label Sanlitun Beijing, China
PUMA Carnaby Street London, UK
PUMA Paseo de Gracia Barcelona, Spain
PUMA Kamo Football Tokyo, Japan
PUMA Broadway New York, USA
PUMA Via Del Corso Rome, Italy
PUMA Singel Amsterdam, The Netherlands
