Breuninger is enhancing its media infrastructure through a partnership with Topsort, a company specialising in AI and retail media infrastructure, to increase brand visibility and customer engagement on its platform.

This move will enable the European retailer of luxury fashion and lifestyle products to expand its retail media activities through sponsored ads and banner advertising, boosting the online experience for both shoppers and brand partners.

The Topsort model combines a managed service for strategic brands with intuitive self-service options for niche sellers. Breuninger said that the hybrid approach will enable it to grow efficiently, supporting both established luxury brands and emerging designers on its platform.

The launch will begin with selected advertising formats to enable a gradual and controlled transition from Breuninger's previous retail media platform, the firm said.

“This phased approach ensures a smooth experience for brands and shoppers, while creating a solid foundation for future growth,” said the retailer.

Daniel Grafe, director of retail media and brand cooperations at Breuninger, said the partnership will enable the retailer to boost its identity as a destination for premium and luxury retail media in German-speaking regions.

“Leveraging our first party data for endemic and non-endemic brands, in combination with our omnichannel capabilities, we want to position ourselves as a partner for brand building,” Grafe added.

Breuninger operates 13 department stores in Germany and Luxembourg, as well as an e-commerce business serving several European countries.

Founded in 188 and with currently approximately 6,500 employees, Breuninger sells high-end and luxury products in the fashion, beauty and home sectors, with a curated selection of international designer brands and new talent.

Its online store, launched in 2008, is available in Austria, Switzerland, Poland, the Czech Republic, Belgium, the Netherlands, Luxembourg, Spain and Italy.

Topsort’s client listing includes international retailers and marketplaces such as Poshmark, Doordash, JustEatTakeaway, Cencosud, and LG. Its team is based across 13 countries, with customers in 40+ countries worldwide. 

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