The Stuttgart fashion and lifestyle company Breuninger will open a new flagship store in Westfield Hamburg-Überseequartier in 2023, making it its first store in northern Germany. As by far the largest anchor tenant in the heart of Hamburg’s HafenCity, Breuninger will move to over 14,000 square meters in total. The long-term lease with the project developer and district operator Unibail-Rodamco-Westfield (URW) was signed in Hamburg today.
“As the gateway to the world, Hamburg has been at the top of our wish-list for some time. Hamburg is a modern, cosmopolitan and dynamic trading city. As a trader, the long-term route always leads to Hamburg. We are therefore very pleased that Breuninger now has its own place found in this diverse and impressive metropolis in the far north, “said Breuninger CEO Holger Blecker about the decision in favor of the north German metropolis.
The new Breuninger Department Store forms the heart of the Westfield Hamburg Überseequartier currently under construction. The new Breuninger location in Hamburg covers a total of 14,000 square meters on three floors. Located directly on the banks of the Norderelbe, integrated into an attractive mix of inspiring retail, cosmopolitan gastronomy concepts as well as a strong entertainment and cultural offer, HafenCity is developing into a pulsating future location with the new Westfield Hamburg-Überseequartier. An urban mixed-use quarter with international standards is being built on 419,000 square meters and will include apartments, offices and hotels as well as a cruise terminal. The opening of the Westfield Hamburg-Überseequartier with Breuninger as the main tenant is planned for 2023.
Holger Blecker is convinced of the new prime location in the Hanseatic city: “We are very pleased that we have found an attractive home in Westfield Hamburg-Überseequartier in the heart of HafenCity. Breuninger firmly believes in well-made, stationary retail and lively inner cities and city quarters. What is being created here in HafenCity is one of the most exciting urban development projects in Europe and we would like to be an active part of it. “
Consistent growth strategy
So far, Breuninger is known in the Hanseatic city mainly for its rapidly growing online shop. “Many of our breuninger.com customers live in and around Hamburg,” explains Blecker. “We are very much looking forward to soon inviting all visitors to our Überseequartier and welcoming them personally.”
For Breuninger, it is already the second stationary expansion step this year: As early as May 2021, it was announced that the Stuttgart-based company would take over Konen Bekleidungshaus GmbH & Co. KG with the two department stores Konen in Munich and Bram in Luxembourg. The commitment to networked, stationary retail and to lively and flourishing city centers is an elementary part of Breuninger’s long-term growth strategy.
Successful cooperation with URW
With Hamburg, the fashion and lifestyle company is expanding its stationary presence to a total of 14 department stores. By signing the lease, Breuninger is also expanding its successful collaboration with Unibail-Rodamco-Westfield. Since January 2020, URW has held the center and asset management mandates in the two Breuninger countries of Sindelfingen and Ludwigsburg in the Stuttgart region. Both centers are among the most successful shopping malls in Germany.
“The strategic partnership with Breuninger represents the next milestone in the project development of Westfield Hamburg-Überseequartier. The flagship store with a total area of 14,000 square meters spread over three levels will be a central figurehead of the quarter. With Breuninger, one of the leading multichannel department stores in Europe, we are also bringing another brand to Hamburg that has not yet been represented in the city, “said Andreas Hohlmann, Managing Director Austria & Germany at Unibail-Rodamco-Westfield, welcoming Breuninger to Hamburg.
“Thanks to the flagship store specially developed for the location, the quarter is becoming even more attractive and increasing its national and international appeal. We are very much looking forward to the partnership and to the opening in autumn 2023.”
Westfield Hamburg-Überseequartier: Modern urbanity for Hamburg
In the Westfield Hamburg-Überseequartier in Hamburg’s HafenCity, a total of 14 buildings are being built, which will create a new lively destination in Hamburg with their outstanding architecture and a unique mix of uses. Retail, entertainment concepts and over 40 catering units are finely coordinated with offices for around 4,000 workplaces, three hotels, a cruise terminal and a total of 650 apartments. The district is optimally integrated into the local infrastructure with its own underground station, bus lines and various mobility services. The mixed-use project consists of a total area of 419,000 square meters and will be implemented by Unibail-Rodamco-Westfield by autumn 2023 with an investment of over one billion euros.