Breuninger 线上业务新增 11 个欧洲市场，覆盖市场增至 24 个

The Breuninger international expansion is picking up speed. The German fashion and lifestyle retailer has launched its online shop in 11 more European countries at once, taking its number of online markets from 13 to 24, according to their press release published at the end of October 2026. Having already added Denmark, Sweden and Romania in the first half of 2026, Breuninger has more than doubled its European online presence in a single year.

Eleven new countries in one launch

Breuninger opened its online shop in 2008 and has grown its digital and international business steadily ever since. At the start of 2026 it served 10 online markets. Denmark, Sweden and Romania followed by May. The latest wave adds Finland, Estonia, Latvia, Lithuania, Ireland, Bulgaria, Slovenia, Slovakia, Croatia, Portugal and Greece.

Shoppers in the new markets get an English-language online shop. The product range mirrors what Breuninger already offers in its existing European markets.

Quote / Holger Blecker, CEO of Breuninger

By launching in eleven more European countries at the same time, we are taking a major and important step in our internationalisation strategy and strengthening our online business as a key growth driver for Breuninger. Our expanded European presence lays the foundation for winning new customers and developing our international business over the long term

The system behind the Breuninger international expansion

The pace of the Breuninger international expansion rests on groundwork laid over several years. The company has built a scalable system of technology solutions and standardised processes. This lets it grow its online business efficiently and open new international markets faster.

Logistics is a core part of that system. Breuninger’s distribution centre in Sachsenheim, Germany, supplies all of its European online markets. In the 11 new countries, parcels are delivered by DHL Paket International.

Marketplace and BEYOND loyalty programme go international too

The Breuninger international expansion goes beyond the online shop. The retailer is also rolling out its marketplace and its BEYOND loyalty programme to more countries.

The marketplace adds curated partner assortments to breuninger.com, bringing additional brands and categories into the portfolio. Launched in Germany in 2020, it has since reached Austria, the Netherlands and now Poland — four markets in total.

BEYOND gives members exclusive benefits and services designed to strengthen long-term customer loyalty. After Germany, Austria and Switzerland, the programme launched in Poland, the Netherlands and the Czech Republic. It is now available in six markets and has more than two million members.

Quote / Dr. Felix Kreyer, Chief Customer Officer at Breuninger

Online shop, marketplace and BEYOND complement each other in our digital growth strategy: we are opening up new markets, expanding our curated range and strengthening long-term relationships with our customers. In doing so, we are further building Breuninger’s position as a digital fashion and lifestyle destination in Europe

What the Breuninger international expansion means for European shoppers

For customers from the Baltics to the Mediterranean, the Breuninger international expansion opens direct access to a premium department store’s curated mix of international designer labels and selected newcomer brands. Breuninger now serves 24 European markets: Germany, Austria, Switzerland, Poland, the Czech Republic, Belgium, the Netherlands, Luxembourg, Spain, Italy, Denmark, Sweden, Romania, Bulgaria, Estonia, Finland, Greece, Ireland, Croatia, Latvia, Lithuania, Portugal, Slovakia and Slovenia.

About Breuninger

Founded in 1881 by Eduard Breuninger, the company is today one of Europe’s leading omnichannel department stores for fashion, beauty and lifestyle. Its online shop, launched in 2008, ranks among the most successful in the premium segment. Breuninger runs 13 department stores in Germany and Luxembourg with around 6,500 employees. Its services include Special Service, an in-house tailoring atelier, Click & Collect, online reservation, an in-store ordering service and a shuttle service.

FAQ: Breuninger International Expansion

Q: What is the Breuninger international expansion?

A: It is Breuninger’s rollout of its online shop, marketplace and BEYOND loyalty programme to more European countries. In 2026 alone, the online shop grew from 10 to 24 markets.

Q: Which countries were added in the latest launch?

A: Finland, Estonia, Latvia, Lithuania, Ireland, Bulgaria, Slovenia, Slovakia, Croatia, Portugal and Greece. Denmark, Sweden and Romania had already joined in the first half of 2026.

Q: In which language is the shop available in the new markets?

A: Customers in the 11 new countries shop on an English-language site, with a range based on Breuninger’s existing European markets.

Q: How are orders delivered?

A: Orders ship from Breuninger’s distribution centre in Sachsenheim, Germany. In the new markets, DHL Paket International handles delivery.

Q: Where is the BEYOND loyalty programme available?

A: BEYOND runs in six markets – Germany, Austria, Switzerland, Poland, the Netherlands and the Czech Republic – and has more than two million members.

Subscribe to our newsletter for more e-commerce news!