What: Breuninger expands its localised e-commerce and loyalty program into Switzerland and the Netherlands, advancing its omnichannel strategy in premium retail.

Why it is important: Breuninger’s strategy exemplifies the shift toward data-driven, customer-centric retail, building on successful digital and physical integration.

Breuninger is accelerating its digital expansion by launching localised online shops in Switzerland and the Netherlands, while also introducing its loyalty program, Beyond by Breuninger, to Swiss customers. This move highlights the company’s commitment to providing tailored shopping experiences, with localised payment and shipping options, as well as customer journeys designed to meet the unique needs of each market. The omnichannel strategy seamlessly integrates physical retail, digital services, and loyalty initiatives, ensuring a consistent, personalised experience across all touchpoints. By combining these elements, Breuninger positions itself as more than a traditional sales platform, aspiring to be a true host for its customers in the premium and luxury segment. The international rollout of its digital and loyalty offerings signals Breuninger’s ambition to establish itself as a leading premium retailer in Europe, leveraging innovation, personalisation, and customer engagement to drive sustainable growth. 

IADS Notes: Breuninger’s digital transformation, which resulted in 60% of sales coming from online channels by July 2025, set the stage for its international e-commerce expansion (Fashion United, July 2025). The launch of new retail media formats and a self-service platform in September 2025 further enhanced its omnichannel capabilities (Press Release, September 2025), while the opening of the Hamburg store in April 2025 demonstrated the successful integration of digital and physical retail (Horston, April 2025). Personalised, immersive experiences—such as the Düsseldorf fashion and literature event in August 2025—underscore Breuninger’s commitment to customer-centric innovation and experiential retail (Lokal Büro, August 2025).

Breuninger strengthens its European presence by launching localised online shops