Breuninger opened its new store in Hamburg
What: Breuninger launches its first North German location in Hamburg's HafenCity, featuring curated premium and affordable luxury brands and experiential shopping across three levels.
Why it is important: This strategic expansion strengthens Breuninger's omnichannel presence in Northern Germany, building on their successful digital transformation that now accounts for over 50% of sales, while establishing a physical footprint in a key urban development project.
Breuninger has marked a significant milestone in its expansion strategy with the opening of its first store in Northern Germany. The new location, which opened on 8 April 2025 in the Westfield Hamburg-Überseequartier, spans 13,000 square metres across three levels. The store offers Hamburg residents and visitors a carefully curated shopping experience featuring premium and affodable luxury brands including Acne, Golden Goose, Jil Sander, Jimmy Choo, and Victoria Beckham. Beyond traditional retail, the location boasts one of the city's largest premium shoe departments and provides enhanced services such as Click & Collect, an in-house tailoring atelier, and exclusive private shopping facilities. This expansion represents a significant development for Breuninger, which was founded in 1881 and now operates 13 stores across Germany and Luxembourg, complemented by a successful online presence. The opening aligns with the broader development of the Westfield Hamburg-Überseequartier in HafenCity, marking a new chapter in the company's 144-year history.
IADS Notes: Breuninger's Hamburg store opening represents the culmination of several strategic initiatives documented over the past year. In October 2024, the company completed its digital transformation, achieving over 50% of sales through online channels and implementing advanced data analytics across ten countries. This digital evolution is supported by significant infrastructure investments, as evidenced by the expansion of their Sachsenheim logistics centre, which features one of Europe's largest AutoStore systems to enhance operational efficiency. The Hamburg location, part of the Westfield Hamburg-Überseequartier development announced in January 2025, exemplifies how Breuninger is leveraging these capabilities within major urban development projects, combining retail innovation with mixed-use space planning to create integrated shopping destinations.
