Breuninger brings The Paradise Now to Düsseldorf men's department

What: Breuninger strengthens its position as an experiential retail destination through a curated collaboration with Düsseldorf's The Paradise Now, combining local expertise with premium lifestyle offerings in a dedicated third-floor space.

Why it is important: This initiative reflects the growing importance of authentic local partnerships in premium retail, as department stores seek to differentiate themselves through carefully curated experiences that resonate with their community while maintaining their premium positioning.

Breuninger's latest collaboration with The Paradise Now marks a significant enhancement of its local engagement strategy in Düsseldorf. The "Endless Summer" collection, showcased on the flagship store's third floor until May 24, represents a thoughtfully curated retail experience that brings together fashion and lifestyle elements. The collection translates The Paradise Now's distinctive spirit into contemporary, wearable designs, featuring materials such as linen and cotton in a refined palette of navy, white, and cream.
The partnership extends beyond traditional retail boundaries, incorporating lifestyle accessories including caps and beach towels that embody the brand's Mediterranean-urban aesthetic. This comprehensive approach aligns with Düsseldorf's vibrant, diverse character and sophisticated style sensibilities. The collaboration culminated in a special opening evening that seamlessly integrated multiple touchpoints, from an insightful talk in the pop-up space to continued celebrations at Eduard's Bar and The Paradise Now, creating an immersive brand experience that resonated with the local community. 

IADS Notes: This collaboration builds upon Breuninger's successful experiential retail strategy, which earned their Munich flagship "Store of the Year 2024" recognition in April. The initiative follows their proven format of creating distinctive shopping experiences, as demonstrated by their AMI Paris café concept and their art and fashion celebration in Berlin. This approach to local partnerships complements Breuninger's broader transformation, which has successfully balanced physical and digital experiences, while maintaining their commitment to creating memorable customer experiences through carefully curated events.