Retailer Breuninger has expanded and redesigned the luxury fashion and beauty department at its Düsseldorf store. This week, the areas on the ground floor were reopened after the completion of the renovations.
The company wanted to set an example with the complex measures: “The investments in the luxury & beauty areas in our flagship store in Düsseldorf are at the same time an investment and a commitment to the future of stationary retail,” emphasized Breuninger CEO Holger Blecker in one statement statement released on Wednesday. “The core of our business model is the comprehensive omnichannel orientation and the aim to continuously expand our position in the premium and luxury segment. With a curated range of premium and luxury brands and with the help of inspiring shopping experiences in our stores, we will continue to get our customers enthusiastic about Breuninger in the future.”
According to the company, the luxury area has been expanded by 30 percent to 1,800 square meters. Some brands used this to present themselves in a new way. “Among other things, Saint Laurent and Celine can now show their collections in twice the space, and Givenchy, Valentino, Rimowa, MCM, Dolce & Gabbana and Chloé are also presenting their current trends in a new ambience,” said Breuninger. The offer has also been increased. The Spanish fashion brand Loewe is now also represented in the department.
The beauty area grew by 20 percent to 1,200 square meters. “There are also new shops here: Tom Ford, La Prairie, Sensai, Diptyque, Byredo, Aqua di Parma, MFK, Creed, Amouage, Rituals and – exclusively in Düsseldorf – Le Labo are presented in a modern design,” said Breuninger.