What: Breuninger has launched its online shop in eleven more European countries, taking its online presence from 13 to 24 markets.

Why it is important: With its online shop, marketplace and BEYOND loyalty programme working together, a department store group with 13 stores in two countries now operates as a pan-European digital platform.

Breuninger has made its online shop available in Finland, Estonia, Latvia, Lithuania, Ireland, Bulgaria, Slovenia, Slovakia, Croatia, Portugal and Greece. The group started 2026 with ten online markets, added Denmark, Sweden and Romania by May, and now counts 24, more than doubling its European online presence in 2026. Customers in the new countries are served through an English-language shop, with an assortment based on the offer in existing European markets.

CEO Holger Blecker described the simultaneous launch as a major step in the internationalisation strategy, positioning online as a central growth driver. The expansion rests on a scalable system of technology solutions and standardised processes built over recent years. Logistics are centralised at the Sachsenheim distribution centre, with delivery to the eleven new countries handled by DHL Paket International.

Breuninger is also extending its marketplace, launched in Germany in 2020, which adds curated partner assortments and is now live in Austria, the Netherlands and Poland. The BEYOND loyalty programme has expanded from Germany, Austria and Switzerland to Poland, the Netherlands and Czechia, reaching six markets and more than two million members. Chief Customer Officer Dr. Felix Kreyer framed the three pillars as complementary elements of Breuninger's digital growth strategy.

IADS Notes: This launch completes a sequence that began with localised online shops in Switzerland and the Netherlands, alongside the introduction of the BEYOND loyalty programme to Swiss customers (Retail News, November 2025). It continued with Denmark, Sweden and Romania (Press Release, May 2026). The marketplace followed a parallel path. It was first exported to Austria, building on around 300 partner brands in Germany (Fashion United, February 2026), and then to the Netherlands, by which point more than 60% of sales came from online channels and all markets were profitable (Retail News, April 2026). The method has since shifted. Earlier launches were built around local language, payment and logistics, while the eleven new markets share a single English-language shop, the existing assortment and one fulfilment hub in Sachsenheim, trading localisation for speed of roll-out.

Breuninger expands its online shop to 24 European markets