Gymshark Brings Its First German Retail Presence to Engelhorn and Breuninger as Physical Rollout Continues

Gymshark is stepping into Germany’s brick and mortar market with two permanent shop in shop spaces at multibrand retailers Engelhorn and Breuninger, marking its first physical retail presence in the country after years of e commerce only access. The move follows recent store openings in London, Manchester, Amsterdam, Dubai, and New York, and points to a broader global rollout strategy.​

New Stores in Mannheim and Stuttgart

The first Gymshark space will open on February 19 inside Engelhorn in Mannheim, covering around 150 square metres and carrying product for almost every sport, from strength training to running and hybrid training. A second, roughly 100 square metre area will follow in the sports department of Breuninger’s flagship in Stuttgart, combining men’s and women’s collections.​

Both partners are positioned by the brand as prestigious anchors that already speak to performance minded shoppers, giving Gymshark immediate legitimacy on the German shop floor without launching standalone stores.​

Why Germany

Since 2022, Gymshark has been deliberately adding physical touchpoints after years as a DTC first label, starting with its London flagship before expanding to other major cities. Chief brand officer Noel Mack described Germany’s fitness scene as ‘booming like never before,’ saying, “More and more people are discovering sports for themselves – whether it’s strength training, running, or hybrid training. We are the brand that supports people in feeling and looking good on their fitness journey.”​

Until now, customers in Germany and Central Europe could only buy via Gymshark’s own site, but the brand says its community in the region has “always been incredibly strong,” making it a logical next step for physical expansion.​

Assortment and In Store Positioning

At Engelhorn, the Gymshark area is expected to carry a broad cross sport assortment that reflects how its core consumer trains across categories rather than in one silo. In Breuninger, the offer will sit within the sports floor and combine womenswear and menswear, underlining the brand’s co-ed, community driven positioning.​ By choosing shop in shops over immediate standalone stores, Gymshark can test location performance, refine merchandising, and plug into existing traffic patterns before deciding on a deeper German retail footprint.​

Conclusions

For athletes, gym goers, and lifestyle shoppers in Germany, the new spaces turn a previously online only name into something you can see, feel, and try on in person. For Gymshark, it’s another step in evolving from a digitally native disruptor into a fully omnichannel performance brand competing for floor space with heritage sportswear players.