Dettelbach, Bavaria, Germany
Andreas is a global retail design and brand experience leader with nearly two decades of experience creating immersive, performance-driven environments where sport, culture, and physical space intersect. An architect by training and business-savvy by experience, he transforms brand strategy into scalable, future-ready retail and visual concepts that balance emotional engagement with commercial performance across retail, wholesale, and franchise channels. As Director of Global Retail Environments at PUMA, Andreas leads global, cross-functional teams to design high-performance store ecosystems that turn brand narratives into physical journeys. From flagship stores to agile outlet formats, he has driven complex transformations that accelerate sell-through, deepen loyalty, and amplify culture. He excels at integrating architecture, visual merchandising, and retail strategy to deliver spaces that perform consistently at scale while staying locally relevant and emotionally resonant. A former cyclist, architectural craftsman, and lifelong student of endurance, Andreas sees retail not as a container for products but as an environment for experience, motion, and connection. That mindset shapes how he leads teams, drives innovation, and creates spaces that truly move people and bring brands to life.