NEXT STOP: RETAIL #5: From flagship store to internationalization: Frank Postel on Breuninger's path into the future of retail
“Frank Postel, how much technology can a brand tolerate?”
With NEXT STOP: RETAIL Our new Podcast for the retail sector Live. The idea: We bring our stage to where it wouldn't normally be – right into the heart of businesses. Our mobile podcast studio tours all over Germany. A new episode is released every week, in which we meet with decision-makers from the retail sector. We listen, ask questions, and talk about what really drives the market.
In episode 5 of NEXT STOP: RETAIL Our podcast van is parked in front of Breuninger's headquarters in Stuttgart. There, RETAIL NXT CEO Ruben talks with Frank Postel, CTO at Breuninger, about the balancing act between digital efficiency and an emotional shopping experience – and how technology and customer love reinforce each other.
Our mobile podcast studio stopped at one of Germany's best-known fashion retailers, and the conversation shows how ambitious Breuninger is for the future:
Episode #5: Podcast with Frank Postel, CTO at Breuninger
From AI-powered customer service and automated content production to personalized shopping experiences: Frank Postel knows how technology makes fashion retail not only more efficient but also more emotional. As CTO of Breuninger, he combines international scaling with a clear focus on customer loyalty, always aiming to merge digital innovation and human interaction on the sales floor.
In conversation with our CEO Ruben, we discuss precisely this balance: technological progress meets lived brand values. Frank shows how Breuninger conquers new markets, smartly scales processes, and yet still makes personal consultation the heart of the shopping experience.
Highlights from the episode with Frank Postel:
-
Technology meets emotion
From AI-supported customer service to automated text and image production and personalized unboxing moments: Frank shows how technology becomes the engine for genuine customer proximity. -
Internationalization in the fashion trade
Breuninger is expanding beyond its borders, localizing content, and growing its marketplace business. Behind the scenes, scalable processes ensure smooth operations and consistent customer experiences. -
AI Discovery Days & Enablement
How do you empower teams to use new technologies productively? Frank provides insights into internal formats that make AI tangible and embed innovation in everyday work. -
Personalization as a differentiating factor
Whether it's outfit advice, visual search or segmentation: Frank is convinced that retail experiences only inspire when they are individually relevant.
Why is this important?
Because modern retail brands cannot choose between technology and emotion. The future belongs to those who combine digital efficiency with personal connection, as Breuninger demonstrates.
What's behind NEXT STOP: RETAIL?
NEXT STOP RETAIL is the new one RETAIL NXT Podcast.
We're on a journey to meet the key figures shaping the retail landscape, from large corporations to medium-sized businesses and startups. It's not about polished pitches, but about honest, open dialogue. If you want to know what works and what just sounds like a pipe dream, you've come to the right place.
Want to experience it live? RETAIL NXT 2025!
Do you want to meet the thought leaders of the retail industry live?
Then come to the RETAIL NXT Conference on September 30th and October 1st, 2026 in Bad Vilbel near Frankfurt.
There, retailers, brands and creators meet to exchange ideas, for new inspiration and genuine conversations: The RETAIL NXT 2025 program.