What: Gymshark is entering the German physical retail market by partnering with Engelhorn and Breuninger, expanding its omnichannel presence.

Why it is important:  This move highlights how international brands leverage premium retail partners and omnichannel strategies to accelerate market entry and growth.

Gymshark’s decision to launch permanent retail spaces in Germany through partnerships with Engelhorn and Breuninger signals a pivotal shift in its global expansion strategy. By aligning with two of the country’s most prestigious multibrand retailers, Gymshark is able to tap into established customer bases and benefit from the strong reputations and omnichannel capabilities of its partners. This approach allows the brand to move beyond its digital-first origins, offering German consumers a tangible, immersive experience while maintaining the convenience and community focus that have defined its growth. The German fitness and activewear market’s robust momentum makes it an attractive target for international brands seeking scale and relevance. Breuninger’s recent performance, marked by 6% growth and €1.6 billion GMV in 2024, underscores the effectiveness of combining digital and physical retail. Gymshark’s new loyalty program further supports its omnichannel ambitions, rewarding both in-store and online engagement to foster deeper brand loyalty and sustained market presence.

IADS Notes: Breuninger’s evolution as a premium retail partner is detailed in December 2025 (“Breuninger: The Art of Retail,” Monocle), November 2025 (“Breuninger strengthens its European presence by launching localised online shops,” Retail News), and July 2025 (“Breuninger achieves 6% growth in 2024,” Fashion United). The April 2025 opening of Breuninger’s Hamburg flagship (Horston) highlights the retailer’s commitment to experiential shopping and omnichannel integration. Gymshark’s shift from digital-first to omnichannel, including its loyalty scheme launch, is covered in May 2025 (“Gymshark introduces loyalty scheme,” Drapers).

Gymshark to enter Germany’s brick-and-mortar retail with Breuninger