Breuninger expands to 24 European markets

The Breuninger international expansion has gained momentum, with the German fashion and lifestyle retailer launching its online shop in 11 more European countries, bringing its total number of online markets to 24, according to a press release published in October 2026. This move more than doubles its European online presence in a single year.

Having already added Denmark, Sweden, and Romania in the first half of 2026, Breuninger has expanded its reach significantly. The latest launch includes Finland, Estonia, Latvia, Lithuania, Ireland, Bulgaria, Slovenia, Slovakia, Croatia, Portugal, and Greece.

Expansion Strategy

Breuninger’s CEO, Holger Blecker, stated that launching in 11 more European countries at the same time is a major step in the company’s internationalization strategy, strengthening its online business as a key growth driver. This expanded presence is expected to help win new customers and develop the international business over the long term.

The company has built a scalable system of technology solutions and standardized processes, allowing it to grow its online business efficiently and open new international markets faster. Logistics play a core part in this system, with Breuninger’s distribution center in Sachsenheim, Germany, supplying all European online markets, and DHL Paket International handling delivery in the new countries.

Marketplace and Loyalty Programme

The Breuninger international expansion goes beyond the online shop, with the retailer also rolling out its marketplace and BEYOND loyalty programme to more countries. The marketplace, launched in Germany in 2020, adds curated partner assortments to breuninger.com, bringing additional brands and categories into the portfolio, and is now available in four markets, including Poland.

BEYOND gives members exclusive benefits and services designed to strengthen long-term customer loyalty, and is now available in six markets, including Germany, Austria, Switzerland, Poland, the Netherlands, and the Czech Republic, with over two million members. Dr. Felix Kreyer, Chief Customer Officer at Breuninger, noted that the online shop, marketplace, and BEYOND complement each other in the company’s digital growth strategy.

For customers from the Baltics to the Mediterranean, the Breuninger international expansion opens direct access to a premium department store’s curated mix of international designer labels and selected newcomer brands. Breuninger now serves 24 European markets, including Germany, Austria, Switzerland, Poland, and many others.

Company Background

Breuninger, founded in 1881 by Eduard Breuninger, is one of Europe‘s leading omnichannel department stores for fashion, beauty, and lifestyle. Its online shop, launched in 2008, ranks among the most successful in the premium segment, and the company runs 13 department stores in Germany and Luxembourg with around 6,500 employees.

Breuninger’s distribution center in Sachsenheim, Germany, plays a key role in the company’s logistics and supply chain management. This partnership enables Breuninger to efficiently manage its online business and provide fast and reliable delivery to its customers.