German Fashion Giant Breuninger Opens Online Stores in Denmark, Sweden and Romania
Germany-based premium fashion retail brand Breuninger continues to expand its cross-border e-commerce operations in Europe. The company announced that it has launched its online store in Denmark, Sweden and Romania. With the new launches, the number of European markets in which Breuninger operates has increased to 13.
Founded in Stuttgart in 1881 and regarded as one of Germany’s long-established retail brands, Breuninger aims to expand its premium position in fashion, beauty, footwear and lifestyle products across Europe.
Local Language and Regional Logistics Strategy
The company will offer consumers in Denmark, Sweden and Romania a fully localized online shopping experience. Users will be able to use the platform in their own languages. It was announced that PostNord and DHL will be collaborated with for delivery operations.
Breuninger CEO Holger Blecker stated in his statement on LinkedIn that the company wants to take the premium fashion experience beyond physical stores and reach a wider customer base. Blecker used the following statements in his statement: “Our online store launch in Denmark, Sweden and Romania is an important milestone in Breuninger’s growth journey in Europe. Thus, we now operate in 13 European countries.”
Breuninger’s First Major Expansion Since 2022
Breuninger first started its online growth process in Europe with Austria. The company then expanded into Switzerland and became active across the entire DACH region. The brand, which later entered the Polish market, launched operations in the Netherlands, Belgium, Luxembourg, Spain and Italy in 2022. Shortly afterward, Czechia also joined the company’s active markets.
The Denmark, Sweden and Romania move became the company’s first major European expansion in nearly four years. In the new markets, consumers will be offered online sales in clothing, footwear, cosmetics and home living categories.
Romania and Sweden Stand Out in E-Commerce
The company management describes the three newly added countries as “attractive markets with high potential.” In particular, the increasing interest in premium and luxury fashion products played a decisive role in Breuninger’s growth strategy. Industry data also supports this strategy. While Romania has been one of the countries where the number of consumers shopping online in Europe has increased the fastest over the last 10 years, Sweden’s e-commerce market recorded double-digit growth last year.
The Marketplace Model Is Expanding
Breuninger continues to expand its marketplace model by moving beyond a structure that sells only its own products. The marketplace system, which enables external brands and sellers to sell through the platform, has long been actively used in Germany. As of 2026, this model has also been launched in Austria and the Netherlands. It is stated that the company plans to expand its marketplace infrastructure to other European countries in the coming period.