Another major European fashion retailer is putting Greece on its map. Germany’s Breuninger, with a 145-year history, total sales of €1.6 billion and a presence in the premium and luxury goods market, is launching online sales in Greece as part of an international expansion strategy.
The Stuttgart-based company announced on Tuesday 27 October that it was simultaneously entering 11 European countries, taking the number of markets in which it operates online from 13 to 24. At the beginning of 2026, its presence was limited to just 10 markets.
Greece is part of the latest expansion, alongside Finland, Ireland, Portugal, Bulgaria, Croatia, Slovenia, Slovakia and the three Baltic states. The company had previously entered Denmark, Sweden and Romania.
Breuninger is not opening a physical store in Greece. Instead, it is opting for a model requiring less upfront investment. Orders will be placed through an English-language online store, with deliveries handled by DHL in partnership with the company’s logistics centre in Sachsenheim, Germany.
Breuninger was founded in 1881 by Eduard Breuninger and has grown into one of Germany’s best-known retail groups. It has 13 department stores in Germany and Luxembourg and employs 6,500 people.
Its digital strategy extends beyond its online store. The marketplace, launched in 2020, now operates in four countries, while the BEYOND loyalty programme has more than two million members across six markets.
For chief executive Holger Blecker, expansion into 11 countries is a crucial step in strengthening e-commerce as a key growth driver.