Breuninger: The Art of Retail
Breuninger isn’t just a department store. Since 1881, it has redefined shopping as an experience that combines fashion, gastronomy and culture. CEO Holger Blecker explains how the brand keeps evolving while honouring its roots.
Breuninger stands for tradition and modernity. How do you preserve this character?
Breuninger was founded in Stuttgart, Germany in 1881. The company has been reinventing itself ever since and is now a leading destination for fashion and lifestyle – in physical stores as well as online, with a loyal customer base in Germany and throughout Europe. The cornerstone: constant innovation to improve our customers’ experiences. Our rich heritage gives us roots, and our roots are the basis for all future developments. This is why we keep investing in areas such as digitalisation, design and service quality to better serve our customers’ needs and wishes.
What makes Breuninger unique in today’s retail environment?
At Breuninger, products and assortment are key. However, inspiring our customers is the icing on the cake. We offer our customers access to carefully curated premium and high-end luxury fashion and jewellery, beauty products and accessories. We consider ourselves as perfect hosts. Our stores – brick-and-mortar as well as breuninger.com – are destinations where style, service and atmosphere come together. The combination of putting the customer first, a curated range, a variety of services such as personal shopping or made-to-measure, and an emotional experience – that’s what makes Breuninger unique and creates “magic moments” for our customers.
Your shops are places where people enjoy spending time. Why is the interplay between fashion, gastronomy and culture so important?
Fashion and lifestyle come into full blossom in encounters, in atmosphere, and in inspiration. That’s why we designed our 13 stores in Germany and Luxembourg as places where people feel welcome: with cafés, restaurants, hairdressers and beauty salons that naturally complement the shopping experience. They harmonise perfectly with – and play a crucial role in – our understanding of modern fashion culture. The triad of fashion, experience and culture makes Breuninger a place where people come together, find inspiration, and enjoy spending their time with family and friends. Being a perfect host is part of our DNA, and it goes without saying that we translate this approach into the digital world as well, by creating opportunities and formats for inspiration and community.
Breuninger is active in 10 European markets. How do you combine online and brick-and-mortar retail into a seamless experience?
We don’t think in terms of channels because our customers don’t either. Our customers move seamlessly between our app, our website and our department stores. We want to accompany them and provide the best experience possible at every touchpoint. At Breuninger, we believe in omnichannel. Our online shop is currently available in 10 European countries and it is closely linked with our stores. The product range, services and brand world are inseparably intertwined, so the same standard remains evident at every Breuninger touchpoint: experiencing fashion, personally, inspiringly and consistently.
How is the meaning of fashion changing? And what role will Breuninger play in this in the future?
Fashion is perceived more consciously today as an expression of personal identity. It is a significant part of today’s culture. People are looking for individuality, authenticity and quality. At Breuninger, we want to provide guidance and inspiration. We create spaces where fashion takes on greater significance, by offering curated ranges, creating genuine encounters, and crafting experiences that highlight the timelessness of style.
