German luxury department store Breuninger opens Dutch and French-language online stores

Breuninger, a German luxury department store chain with 13 stores, will now serve Dutch webshop customers in Dutch and Swiss customers in French. For Belgians, the online store will remain in English.

“Personal, relevant, and inspiring”

Breuninger’s webshop is now available in Dutch for Dutch customers. In Switzerland, the retailer is adding French as a second language, alongside German. “Our goal is to makethe shopping experience at Breuninger personal, relevant, and inspiring on every channel and in every market,” Chief Customer Officer Felix Kreyer told Retail-News. Both markets will also have country-specific payment and delivery options.

Breuninger already delivers to nine European countries, but in most countries, the retailer does so in English. There is already a Polish language version, but no Spanish or Italian, and Dutch- or French-speaking customers in Belgium are still served in English online. The retailer does not yet deliver to France.

Rollout of loyalty program

After a successful start in Austria and Germany in 2023, the department store chain is now introducing the “Beyond by Breuninger” loyalty program in Switzerland. The program already has more than 1.5 million members and is fully integrated into the Breuninger app. Customers can save points, get early access to new collections, and receive invitations to exclusive events.