The Herford fashion company Brax opened a new flagship store in Munich on November 20, 2025. It is located directly at Viktualienmarkt 4 and presents the brand’s new store concept on 250 square meters. It is the company’s third brand store in Munich, the other locations are in Munich-Riem and in the Pasing Arcaden.
In the new flagship store, the brand focuses on a feel-good atmosphere with a warm, modern aesthetic. This is implemented with light wooden surfaces, clear lines and a reduced design language with subtle, anthracite-colored accents. A lounge area with a coffee bar complements the ambience.
“The new location at Viktualienmarkt is an important milestone for us and an expression of our strong connection to the city of Munich. In recent years, our brand has developed into a love brand with high awareness and desire, which is actively sought after by consumers. Hence our decision to move here to the best prime location in the beautiful capital of Bavaria with its outstanding visitor frequency,” says Marc Freyberg, Managing Director of Sales and Marketing at Brax.
