Breuninger launches in Denmark, Sweden and Romania

Breuninger is expanding online again after several years. The retailer is launching its online store in three new European countries, bringing the total to thirteen markets. Consumers in Denmark, Sweden, and Romania will be served in their local languages. For deliveries, Breuninger is partnering with PostNord and DHL.

Founded in 1881, Breuninger is an institution in Germany. The family-owned company from Stuttgart launched an online store alongside its premium department stores in 2008. “We wanted to bring Breuninger’s curated world of fashion, beauty, and lifestyle to customers beyond our physical stores”, CEO Holger Blecker wrote on LinkedIn. “Today marks another important milestone on that journey: with the launch of our online shop in Denmark, Sweden, and Romania, Breuninger is now present in 13 European countries.”

Online expansion in Europe

Breuninger began its online expansion in Europe by launching its online store in Austria. Two years later, Switzerland followed, meaning the company became active across the entire DACH region. Another two years later, Breuninger entered Poland, followed in the summer of 2022 by expansion into the Netherlands, Belgium, Luxembourg, Spain, and Italy, bringing the total to nine countries. Shortly afterwards, the Czech Republic was added as the tenth market.

First expansion since 2022

Nearly four years later, it is the turn of Denmark, Sweden, and Romania, where Breuninger is now offering clothing, shoes, beauty products, and homeware online.

According to Blecker, the newly added countries are “highly attractive markets”, characterized by a strong affinity for premium and luxury fashion and by dynamic ecommerce growth. Breuninger’s curated and localized assortment fits well with that demand, the CEO said.

Growth potential

Figures support his comments about the growth potential, at least in two of the three new markets: nowhere in Europe has the number of online shoppers grown faster over the past ten years than in Romania, while the Swedish ecommerce market recorded double-digit growth last year.

‘An exciting foundation for what is ahead’

According to Blecker, the expansion is not only “an important milestone” for the company, but also “an exciting foundation for what is ahead”. Meanwhile, Breuninger is continuing to develop its marketplace model, allowing external partner brands to sell through the platform. This has been possible in Germany for years, while earlier this year the model was rolled out to Austria and the Netherlands.