What: Breuninger’s autumn/winter campaign launch with Monocle highlights the retailer’s focus on experiential storytelling and creative collaboration.

Why it is important: This campaign exemplifies how leading retailers are leveraging storytelling and partnerships to deepen customer engagement and differentiate their brands.

Breuninger’s autumn/winter campaign launch, celebrated at Monocle’s Seefeld headquarters, underscores the department store’s dedication to blending style with narrative as a core marketing strategy. The event, marked by speeches from CEO Holger Blecker and CBO Carsten Hendrich, as well as creative contributions from Monocle’s founder Tyler Brûlé and poet Anna Seidel, brought together guests for an evening of immersive storytelling and refined hospitality. This initiative reflects Breuninger’s broader commitment to experiential retail, where creative collaborations and curated experiences are used to foster deeper connections with customers. The campaign’s emphasis on craftsmanship, creativity, and partnership is in line with the retailer’s recent efforts to integrate cultural elements, hospitality, and digital innovation into its multi-channel approach. By prioritising memorable, multi-sensory events, Breuninger continues to set itself apart in the competitive department store landscape, reinforcing its brand identity and customer loyalty through meaningful engagement.

IADS Notes: Breuninger’s recent event with Monocle in Seefeld, celebrating the launch of its autumn/winter campaign, is emblematic of the retailer’s ongoing commitment to experiential and narrative-driven retail. This approach is consistent with the “Read my Style” event in Düsseldorf (August 2025, Lokal Büro), which merged fashion, literature, and urban culture to create a multi-sensory experience that deepened customer engagement. The curated collaboration with The Paradise Now (May 2025, Fashion Network) further demonstrated Breuninger’s focus on local partnerships and immersive brand experiences, while the opening of the Hamburg store (April 2025, Horston) highlighted the integration of hospitality and curated services as part of its omnichannel strategy. Breuninger’s transformation into a digital multi-channel retailer (October 2024, CIO) underscores the leadership’s role in driving innovation and customer-centricity across all platforms. The AMI Paris pop-up café in Munich (April 2025, Fashion United) exemplifies how hospitality, fashion, and local culture are blended to create unique, memorable moments for customers, reinforcing Breuninger’s position at the forefront of experiential retail.

Breuninger partnered with Monocle for an event in Zürich